BMW seeking a new 'green' brand
Wed 23 January 2008
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BMW is reported to be considering the introduction of a new 'green' brand as the company comes under increasing pressure to reduce CO2 emissions, according to Autocar. Meanwhile, Automotive News Europe has also published a comprehensive summary of eco-badges adopted by all the major car brands.
Despite the addition of the 'Efficient Dynamics'-branded technology to both BMW and Mini models, Autocar says that BMW is considering further action. According to a report in Automotive News Europe, Stefan Krause, the company's board member for sales and marketing said, "BMW must find a way to satisfy growing pressure for vehicles with lower emissions and better fuel economy. But it must do so without distorting the images of its existing three brands, BMW, Rolls-Royce and Mini."
"We cannot take the blue out of BMW and change it to green," said Krause.
"Maybe we could add a fourth brand."
In an interview last week with Automotive News, Krause said his company has rejected three "green" options:
1. Transforming Mini. The brand's lineup of small cars have good fuel economy, but BMW doesn't want to risk diluting Mini's quirky appeal by adding too many models. And although Mini offers a diesel engine in Europe, these vehicles can't be sold in the United States because they don't meet emission standards.
2. Buying another brand. BMW evaluated several brands — including Saab and Volvo — but concluded that none of them meets its needs.
3. Reviving a British brand. BMW has shelved proposals to bring back one of the British brand names it owns, such as Riley or Triumph.
Despite talk of starting a green brand, BMW executives are unsure how badly their customers want fuel-sipping vehicles. "People go to cocktail parties and talk about being green and then drive home in their M6s," said Krause.
There are as yet no official details on how BMW plans to create another marque.
Meanwhile, Automotive News Europe has also published a summary of the main actions taken by each car manufacturer to improve environmental performance, along with the associated branding or eco-labelling.
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