#i3

In lieu of short-term monetary gains over their competitors at Mercedes-Benz and Volkswagen (via Audi), BMW is spending its earnings on building up their i sub-brand through the city-focused i3 and the plug-in hybrid supercar i8.

Journos are congregating at an undisclosed location near the Chelsea Dog Run Park in downtown Manhattan as I write this, for the first ever unveiling of the BMW i3 and BMW i8 concept cars in North America. The sneak preview is being held before the cars get shipped to Los Angeles for the LA Auto Show. The mostly carbon fiber built battery operated and hybrid-electric vehicles had already been shown at the Frankfurt Motor Show, but here they are, on America soil.

BMW’s forthcoming “i” series of high-efficiency vehicles will launch as a two-vehicle brand, spanning the gap between high-end hybrid supercar (i8) and small, premium, rear-drive electric hatchback (i3). So, how can BMW style two such divergent vehicles in such a way that both fit into the same brand? That’s the subject of this video, which previews some of the design cues that mark these cars as BMWs, but also as “i-cars.” And if you’ve forgotten what an “i car” is (something BMW doesn’t want anymore than people forgetting what an “M Car” is), hit the jump for a brief video refresher…

Forget MegaCity. At the Geneva Motorshow, BMW will launch a new sub-brand that stands for low-emission vehicles and a new venture capital company. The brand will also remind people of the initially very controversial iDrive. Or the iPhone.