EnI
Piston Pioneer
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I'm not sure it would be that dire if i brand wasn't that successful as I doubt it's being used as a major venture of revenue, in my opinion they are using this separate brand name to trial technologies that they intend to use mainstream in the near future.
It's always better to test the waters small scale.
Exactly. BMW i is a "transitional brand" - a "mobile lab" for the rest of the BMW group fleet. The tech will eventually trickle down to other BMW Group vehicles, while BMW i cars will get new latest tech-of-the-art stuff that will also eventually trickle down over the time ... and so on.
That's also why a sub-brand was introduced - to feature the whole line of sustainable vehicles.