BMW has reportedly spent billions of dollars so far on developing various aspects of its carbon fiber intensive and electric powered i series of cars. The Bavarian automaker obviously wants to get that money back and more so it is now using high profile events to launch the i subbrand in North America, including buying ads during the opening ceremony and other broadcasts from the Winter Olympics currently being held in Sochi, Russia. The first of three ads that BMW will be running during the NBC network’s coverage of the Olympic games is called “Hello Future” and uses a 1964 recording of futurist Arthur C. Clarke to promote the $136,000 i8 hybrid super car. A second ad for the i8 is called “Sighting“, showing people’s reaction to first seeing the car. The more mass market $41,300 i3 is being sold with “SHHH“, depicting a teenager using his father’s silent i3 to sneak a nighttime joyride with a girl he’s trying to impress. He gets the girl but dad has been tracking the car with BMW’s i remote app.
The Winter Olympics have some of the biggest television audiences of the year. The Chicago Auto Show has the biggest attendance of any car show in North America. The i3 and i8 were also a major focus of BMW’s display and press conference at the Chicago show. Journalists clambered all over and inside the i3, complete with production stickers on its hemp paneled doors, that was on the show floor.
The i8 is going on sale later this year and while it isn’t quite in production like the i3 is, by now BMW has enough preproduction and validation models made that instead of the charcoal grey i8 that they showed in Detroit, at Chicago’s McCormick Place a gleaming pearl white i8 coupe was behind glass barriers next to the i3.
While the i8 is more of a plug-in hybrid, the i3, even with its gasoline-powered range extender, has still compelled BMW to come up with a rather novel solution to range anxiety. Buyers of the i3 can reserve the use of conventional gasoline or diesel-powered loaner cars should they need one for a long distance trip.
Ronnie Schreiber edits Cars In Depth, a realistic perspective on cars & car culture and the original 3D car site. If you found this post worthwhile, you can get a parallax view at Cars In Depth. If the 3D thing freaks you out, don’t worry, all the photo and video players in use at the site have mono options. Thanks for reading – RJS