Green Operations

BMW Considers New Brand Dedicated to Green Cars

March 24, 2008

MUNICH, GERMANY - Germany’s BMW Group is reportedly contemplating the addition of a fourth nameplate — joining BMW, Rolls-Royce, and Mini — focused exclusively on the development and marketing of eco-friendly vehicles, according to The company has initiated “Project I.” The undertaking, which may evolve into a standalone, green-focused brand within seven years, is charged with examining a range of technological options for environmentally friendly powertrain systems. The I in “Project I” reportedly stands for Innovation, but Isetta seems a whole lot more likely.

The Isetta was a bubble car of Italian origin, eventually acquired and built by BMW between 1955 and 1962. Besides enjoying surprising popularity in its day, the tiny car, with its teardrop shape and unique front-end door, has risen to cult status in the decades since.


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