2013+ BMW i (product launch Germany)
Project
With BMW i, BMW introduced a new sub-brand and its first electric cars, the i3 and i8, into a market that was still sceptical about electric mobility. The challenge was to launch radically new products in Germany and make sustainable premium mobility desirable instead of a sacrifice.
Approach
A product launch that presents the BMW i3 and i8 not as electric versions of conventional cars, but as a new idea of mobility, designed from the start for electric driving and sustainability. The launch made this vision tangible through product, design and experience.
Result
No. 1 electric vehicle in Germany 2014: BMW i3
