"Now driving pleasure comes without limits."

BMW i3

BMW i3

"BMW i3 with eDrive is the consistently sustainable vehicle designed for city traffic or commuting."

"Driving the next movement."

Here BMW presents the i3 and i8 in quite a different light, though most of the focus is on the i3.  A few engineer types discuss the grueling testing performed on the i3 and then cover the i3's importance to the brand

As BMW says, with i, sustainability and driving pleasure (a hallmark of all BMWs) truly co-exist.

This here video is not heavy on the details, but it does offer us a way to view the i sub-brand as a whole.   Don't imagine for a second that either the i3 or i8 will stray from BMW's roots.  They'll both still be the "ultimate driving machines," but with any added twist of sustainability.  So, maybe i will be referred to as the "Ultimate Sustainable Driving Machine?"