Every so often, it's interesting to examine how the mass media perceives a certain electric vehicle.

With the BMW i3 reveal grabbing headlines for days, all news outlets seemed to have at least some coverage of BMW's innovative i.

Here we turn to TIME to see how the world's most circulated weekly news magazine presents the i3:

Extended driving range

REx Expected to be Popular in US

REx Expected to be Popular in US

"The fact that a typical electric vehicle (EV) can only be driven 75 miles to 80 miles (120 km to 130 km) before requiring a recharge — which takes up a lot more time than a gas-station pit stop — is a deal breaker for many consumers. Using electric power, the BMW i3 can be driven out 80 miles (130 km), perhaps 100 miles (160 km). That’s fine for many commuters, but insufficient for longer journeys."

"Extending the driving range of the i3 is as simple as purchasing the optional two-cylinder, 34-horsepower rear engine that runs on gasoline — and that basically doubles the vehicle’s range. BMW is also expected to give i3 owners access to gas-powered loaner cars during the days when they need a vehicle with longer driving range — on, say, a weekend road trip."

It’s not too-too expensive

"One of the most common arguments against EVs is that the math doesn’t add up: whatever money you’d save on gas is negated by the premium you pay compared with a traditional gas-powered car. Prices have already dropped significantly on electric cars, with abundant cheap lease deals and thousands of dollars slashed off the sticker prices of the Ford Focus EV, Nissan Leaf and others."

"In the U.S., the BMW i3 will start at $41,350, or $45,200 for the version with the backup gasoline engine, before factoring in federal and state rebates and tax incentives. That’s not cheap, but it’s less expensive than what many anticipated for an electric-powered BMW. It’s also a lot less pricey than the Tesla Model S, the premium that has already set the standard for electric cars — and that starts at around $70,000."

This is no glorified golf cart

"The i3 has a 170-horsepower engine and 184 lb.-ft. of torque, and goes 0 to 60 m.p.h. (97 km/h) in seven seconds. That’s not particularly fast, but quite peppy by EV standards; the Nissan Leaf does 0 to 60 in about 10 seconds."

Fast charging

BMW i3 Charge Port

BMW i3 Charge Port

"The vehicle can be fully recharged with a 220-volt charger in three hours, and BMW says a special fast-charging system can get the i3 fully juiced up in just 30 minutes."

It will supposedly be profitable

"While Tesla is said to be making money on sales of its cars, for the time being the typical EV is a money loser. It’s been reported that Fiat, for instance, loses about $10,000 on each 500e that’s sold."

All told, TIME magazine seem genuinely impressed with BMW's efforts on the i3.  Word of this EV success has already hit TIME's 25 million readers, which means a huge chunk of the general public is well aware that the i3 is regarded as one heck of an electric machine.

Source: TIME