Video: BMW i3 is Sustainable


BMW continues to pound home the message that its i3 electric vehicle is sustainable.

Sustainability = Laughter

Sustainability = Laughter

Truth is, we’re at the point where we no longer care about the sustainability aspect of the i3.  We know it’s sustainable and so to does everyone else who has even vaguely heard of the i3.

It’s time to move on BMW.

Let us hope that this video and the accompanying description below mark the last time this sustainability message pours out of the BMW press machine:

“Reinventing mobility with sustainability in mind takes more than just a vision. You need answers to a plethora of emerging questions, the first of which is: Where does sustainability begin? The answer: in the same place as it ends.”

“Sustainability characterises the thoughts and actions of the BMW Group. Which is why the BMW Group is the Dow Jones Sustainability Index leader for the eighth year in succession, making it the most sustainable company in the automotive industry yet again. With EfficientDynamics, BMW has set itself the goal of continually reducing emissions while increasing driving pleasure. BMW i uses a wealth of innovative BMW EfficientDynamics technologies and goes even further: From design to production, from the useful life of the vehicle to its disposal, every detail is based on sustainability. Because sustainability is an attitude that doesn’t have a beginning or an end.”

Category: BMW, Videos


11 responses to "Video: BMW i3 is Sustainable"
  1. David Murray says:


    My desire to buy a BMW i3 just dropped a little after watching this video.

    1. Benjamin says:


      I will just wait for the next gen Volt.

  2. Warren says:

    Dad, we are using 200 kWh per mile, in a 2600 pound vehicle, to move two people. How much do we need to buy to save the planet again?

    Cynical stuff. 🙁

  3. Anon says:

    It will take a while for Ad People to catch up to grocking the EV Ownership Experience… So until then, I expect the commercials for electric vehicles will be a bit off target.

    For me, the *BEST* EV Commercial I’ve yet seen, is the Nissan Leaf Polarbear Spot. I don’t care for the looks of that vehicle at all, but that commercial; its imagery, tone and message– were unforgettable and emotionally moving. It was everything you could hope a single EV advertisement could be.

    Slick hipsters telling me about a product… Just don’t grab me. Sorry BMW. *shrugs*

    1. io says:

      That polar bear ad is my all-time favorite too. Unfortunately I don’t think it was the right message at least for the US. Same for the “gas-powered everything”: funny, clever… but again trying to justify electric to an audience that, let’s face it, sadly, doesn’t care much.

      What I think must be the most effective EV ad so far is the one in which Nissan got the balls to criticize most of its own business: The question isn’t “why electric”, it’s “why gas?”
      Simple yet brilliant.

      This ad from BMW: oh YUK! Cringe-worthy dialog and acting, German(ish?) accent (was it even on purpose?), pushing something most American obviously don’t give a damn about, and not even convincingly at all. Sorry BMW I’m not buying your small token piece of Eucalyptus; tell me about that CFRP instead, and how to recycle it.

      Much better already IMHO:

    2. Omar Sultan says:

      Me too. It really got me to think about EV options. The Leaf didn’t have enough range for my purposes and I ended up with a Tesla, but Nissan laid the groundwork.


  4. zoe-driver says:

    Like this from Renault. Not sustainability but It makes everyone think.

    To me the best message.

    Greetings from Europe

    1. io says:

      Salutations des USA 🙂

  5. kdawg says:

    Is there a version w/subtitles or was I the only one struggling?

  6. Anton Wahlman says:

    If I hear “sustainable” one more time in a car ad, I will puke. It’s a total turn-off. I really don’t give the first crap whether my car is “sustainable” or not. All I know is that I want to buy the best car I can for the money, and oh by the way — why is it always so cold outside?

  7. Foo says:

    Does every German kid’s father look like an underwear model that hasn’t shaven for three days?

    Is underwear sustainable?