Though the BMW i8 and i3 are "cousins," they couldn't be more different.
BMW knows this and, as such, has taken an entirely different approach to marketing the i8.
Gone is the GQ-ish, form-over-function approach in use by BMW with the i3.
Instead, we see BMW focusing on the vehicle itself, its performance and on its sex appeal. Here's the description BMW ties with the video posted above:
"With its fascinating holistic concept, the BMW i8 brings the vision of a modern and sustainable sports car to life. The highly-emotional design immediately makes it clear what qualities the BMW i8 has to offer. Dynamic proportions show off its acceleration potential even when it's standing still; and yet it doesn't rely on being a pure-blooded sports car. Its aesthetics always follow a functional goal: for example, more aerodynamics for maximum efficiency and absolute performance."
Yes, i8 buyers will come from an entirely different set of people than i3 buyers, but what BMW needs to realize is that performance sells the brand.
Wouldn't You Think It's the i8 That Be Gazed Upon by Strangers More So Than the i3?
The i3 performs well too, but BMW marketing sees no reason to pitch it like that.
Unless BMW gets it right, i3 sales may fall below expectation in the US.
We've posted below the i3 launch video for comparison purposes, along with BMW's description tied to it.
"Redefining urban mobility means thinking far beyond environmentally conscious and agile driving. The result: With its visionary design, the all-electric BMW i3 design defines the automobile of tomorrow. Its innovative eDrive transmission was designed in the scope of the BMW EfficientDynamics technology and is not only emission-free, but also offers an incomparable and nearly silent driving experience. The intelligent ConnectedDrive Services bring you conveniently to your destination."
Do you think BMW is on the right track in marketing its i3? What about the i8?