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BMW considers launching a fourth brand
By Yoann Besnard on 19 March 2008 | 
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BMW is considering a fourth brand intended to sell environmental-friendly models.
Last week, Petrol-Head reported that BMW was considering launching an electric vehicle expected to go on sale in the US. However, the integration of such an innovative car in the current range was also questioned. BMW chairman Norbert Reithofer has confirmed the project. Called ‘Project i’, its purpose is to evaluate all possible options to sell the new car. BMW Chairman said that the project has a great deal of latitude, even creating a new brand.
Still at an early stage, Reithofer didn’t confirm any technical options. ‘An electric motor is an option we are looking into. It does not only work at zero-emission level. The technology is now sophisticated enough to offer driving pleasure. This is one of the reasons why we are evaluating the option of launching a battery-powered car.’
The German group already has three brands, BMW, of course, Rolls Royce and Mini.