BMW considers adding a ‘green’ brand

[PanterroR]

Since the release of its official strategy back in September, media sources around the world have been speculating that BMW was looking at either launching its own new brand or acquiring one to help expansion. BMW officials, however, have adamantly denied rumors of a possible fourth brand within the group but this may all be about to change. Tough new emissions standards planned for both the U.S. and Europe will force BMW to increase the number of eco-friendly cars it produces, but the image associated with such ‘green’ vehicles doesn’t correspond with any of its existing brands, BMW, Mini and Rolls-Royce.

One solution, BMW sales and marketing exec Stefan Krause told Automotive News, is the creation of a new green brand. BMW would then be able to sell more FWD cars and crossovers as well as full hybrids and fuel-cell models without impacting on its tradition of building sporty cars.

“We cannot take the blue out of BMW and change it to green,” said Krause. “Maybe we could add a fourth brand.”

Other options include transforming Mini into the new green brand, buying another brand such as Saab or Volvo, or reviving an old British brand such as Riley or Triumph. Unfortunately, none of these options were deemed appropriate and all have been rejected, Krause revealed.

There is some hope for the new brand. Current BMW CEO Norbert Reithofer is regarded as the ‘greenie’ of the carmaker’s six-member management board and he did previously hint at the possibility of a fourth brand during the September official strategy review.


Source: Motor Authority >> BMW considers adding a 'green' brand

 

[KillerKarl]

I read about this before on an Australian site. Very interesting. Heres the info on there site:

The new U.S. fuel economy standards are beginning to worry manufacturers. It has become a real challenge for many of the world’s leading car makers to meet the emission ratings coming into affect in 2020.

It wouldn’t be an American legislation if there wasn’t a loophole, and there is. Manufacturers can tally up their CO2 emissions across the range, for example, BMW can use the lower emissions of Mini (which it owns) to offset its own emissions (similar to the system coming into affect in Europe).

Nonetheless news from BMW suggests that the German company is thinking about a green brand to sell ecologically friendly cars, simply to comply with new emissions ratings.

“We cannot take the blue out of BMW and change it to green,” said Krause. “Maybe we could add a fourth brand.”

In order to achieve this goal, a fourth brand is being considered, expected to be full of front-wheel-drive cars and crossovers.

So now you might be thinking, why not use Mini? Apparently that has already been considered and rejected, BMW says it doesn’t want to risk diluting Mini’s quirky appeal by adding too many models.

BMW had also considered buying either Saab or Volvo, but both brands were rejected as they didn’t solve the green issue.


The problem BMW face is similar to the majority of the German luxury brands, going green will have consequences. Stefan Krause, BMW’s board member for sales and marketing says the company must go green without affecting the image and reputation of its current brands, BMW, Rolls-Royce and Mini.

Link: http://www.caradvice.com.au/9684/bmw-thinking-of-green-brand/

I guess that is a real problem for BMW considering they are seen as a sports luxury company and build near the best engines in the business. Performance Hybrid maybe a way to slowly bring hybrids into acceptence and cultural whitin BMW's loyal customer/fan base. I'd be happy to see eiher an extra BMW green company or BMW hybrids.

 

[warot]

Mini makes perfect sense...

I also like the idea of buying Volvo to turn it into a green brand. Let's face it, their attempt to making sports car don't really work out. On top of being green cars, they can also use their safety as a strong selling point. Hardly an exciting recipe, but it will sell.