In a ground-breaking change in the product line, the German performance-oriented car manufacturer BMW has announced removing ‘i’ from its internal combustion Engine (ICE) models. It has been reported that the decision has been taken to make models simpler, and less confusing among its target audience in the future.
In case you are wondering how the move will impact the models in the future. For example, the current BMW 330i will be renamed and will be called only BMW 330. No words will be added at the end of the model.
Here’s Reason Behind Move
The report suggested that the “i” suffix will used exclusively in the battery-powered models instead. It has been informed that the word will be denoted as Innovation.
Statement from Top Official
While confirming the news on BMWBlog, the Senior VP of Brand Management of BMW said, “Historically, even though our interpretation of BMW i was always different, it’s more innovation, not necessarily only electric, and we historically had an injection at the end of the badge, we said, we would like to keep ‘i’ as an asset, and we would like to keep it as a signature to indicate you’re driving an electric car and that was the logic that we had.”
Current Lineup
Meanwhile, the experiment might need great efforts by the brand as it has a decent number of product lines, ranging from the iX1 to the i7. This portfolio starts at Rs 66.90 to Rs 1.95 crore respectively (all ex-showroom).
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