BMW i3 Super Bowl Commercial "Newfangled Idea" Released

Even though the Super Bowl is still about a week away, today BMW released the 60 second i3 commercial which will air during the big game.

The commercial begins with a flashback to a live filming of NBC's Today Show in 1994 with Katie Couric and Bryant Gumbel Talking about the internet. They have absolutely no idea what it is or how one might use it. They even can't agree on what the "@" symbol on a keyboard means. It's really hard to imagine this, since in the 21 years that have passed since this was filmed, the internet has integrated its way into all of our lives so much it is difficult to image life without it.

That's the whole point of the commercial. Things that seem foreign to us today may be the norm very soon in today's rapidly evolving world of technology. After the flashback, Katie and Bryant are sitting in an i3, and their conversation sounds very much like the one they had 21 years ago, struggling to understand what the i3 is and even how it was made. At one point Bryant looks out the window at a cyclist who is waiting next to them and says, "Katie said she thought this was a car," inferring that he doesn't even know what to call it.

I must admit, the first time I watched it I was a little disappointed. I was so excited when I heard BMW bought a full 60 second commercial during the Super Bowl just for the i3, and I immediately began to imagine what angle they might use. I was hoping for something that expressed how much fun the car is, how people just love to drive it, and how easy they could integrate the electric lifestyle into their life. I've been critical of all of the automaker's marketing efforts when it comes to their electric vehicle offerings. I don't believe anyone has really captured the essence of driving electric or why someone might consider getting their first electric car. So in my mind this was the angle I was hoping BMW went for. I also had a little fear they would just go entirely the sustainability angle, at which point I may have just banged my head on the kenaf fiber dashboard of my i3 until I was unconscious.

So I was a little surprised when I watched the commercial, but then I watched it a couple more times and I started to see why this may indeed have been the proper angle to take. No, it's not as heartwarming as the Clydesdale horses in the Budweiser spots, or even as cool as Leonard Nimoy's Audi commercial from last year, yet it does drill home the point it was trying to. Electric mobility is on the verge of becoming mainstream, and even though it may seem foreign to most people today, in only a short period of time they will wonder why they were ever living without it. I can live with that. Well done BMW.  Hit or miss; what do you think? Leave your opinions below in the comments section.

Bonus clip: The making of the commercial with Katie Curic, Bryant Gumbel and BMW's Trudy Hardy interviews.

BMW i3 Sochi Olympic Commercials Revealed

BMW has released a series of commercials that will be used for commercials during the Sochi Winter Olympics which just opened yesterday. There are spots for many of the new BMW products but the BMW i3 spots will be the first commercials ever aired in the US for the car so I've posted them here.

The commercials are titled "Shhh", "Reasons", "Cop" and "Zero Gallons". I really like Shhh & Cop. I think Reasons is OK and am not a big fan of  Zero Gallons. Shhh (seen above) is great. A father comes home and when his son wonders why he didn't hear him pull up the dad says "Electric car...sneaky" and goes off to bed. This gives the kid the great idea of sneaking out quietly with the car for a rendezvous with his girlfriend; something that many teenage kids do. I remember pushing my dads 1976 Oldsmobile Starfire out of the driveway late at night so he wouldn't hear me "borrowing" it. I would then shut it off before I reached the driveway when I was coming home so I could silently coast back in without waking him. I could have really used a quiet EV for these stealth, late night adventures back then. However in the commercial the i3's smartphone app does the kid in, waking his dad to alert him of the cars charging status! Very clever spot.

The video below, Reasons, takes a swing at the idea that people only want to drive electric cars to reduce their carbon footprint, to help clean the air, to live a sustainable lifestyle, etc or in other words to save the world. But people buy cars for many reasons, and how well the car drives is one of the most important reasons of all. With the i3, you don't have to sacrifice driving pleasure to get all the other positives that driving electric brings, and this spot tries to drive that home.

"Cop" is easy to understand. The i3 is fast and fun to drive. You won't find yourself wanting to crawl along at 5 miles per hour under the speed limit in the slow lane if you have one. You'll more likely find yourself stomping the accelerator whenever you can. This will likely lead to unwanted attention by the men in blue.

While I like the message Zero Gallons was attempting to convey, I think it misses the mark. "This is our most efficient vehicle yet. With zero miles per gallon...more specifically, zero gallons."  Most of the i3's sold in the US are going to have the range extender option, so they won't really use "Zero Gallons" in the first place. But even if BMW wanted to get the "all electric" message out there, they could have done it better in my opinion. Perhaps show the car whizzing by a deserted gas station with tumbleweeds rolling past the pumps and the driver with a clever smirk on his face. Hopefully this one will get the least airplay because the other three offer much more powerful messages. 

The video below features the BMW i8, but it's really a commercial for the whole BMW i brand. The video uses the words of science fiction author Arthur C. Clarke and uses an array of futuristic cityscape visuals and then introduces the i8. It's inspiring, and reminds us that we aren't even capable of knowing what to expect in the future, and the i8 is just a taste of what kind of cars we are going to be driving very soon. 

BMW i3 Marketing Stepping Up

The i3 is set to launch in the UK, Germany and other select European countries in about two weeks now and BMW i marketing is preparing for the launch. Ads for the i3 and i8 are appearing in magazines and now a new video(seen above) has surfaced on the BMW UK YouTube channel.

I have been a bit critical of the little I've seen so far to promote the i3 and feel like BMW has been leaning on the sustainability angle way too much. In addition it seems like every short video clip they have made features a slim/metrosexual/surfer type. I'm not the only person to say this either, in fact of Richard Read of Green Car Reports wrote a whole tongue-in-cheek article on this, asking if BMW is only interested in waify metrosexuals to buy their i3's!

The good news is this spot is much better than what has previously been out there. I particularly like how the video has the i3 and i8 driving down a street in Chicago together to signify that they are born from the same genes but at a point they turn in different directions because, let's face it, although they have the same genetics these are two very different cars with different purposes. The camera follows the i3 until it eventually enters the car to show the interior and the drivers point of view before moving onward.

There is no talk of sustainable living, recycled materials or plant based door panels and key FOB. We hear about making choices, intelligent and efficient, lightweight carbon fiber, driving pleasure, electric and finally we're asked "Are you ready?" All to the perfectly selected and inspiring tune of Claire's Horizon (Broken Promise Land version). This is much more like it. Now sprinkle in a few video clips of an i3 screaming around a racetrack with one of your professional drivers at the wheel and we'll be lining up for test drives.

To REx or Not To REx, That is The Question

The concept i3 sitting pretty in Chicago recently during a commercial shoot

In just about two years from now, you will be able to walk into any BMW showroom and drive away with an i3 electric car. It will be the first electric car BMW sells. Shortly thereafter, you will be able to buy that same i3, but with a gasoline engine range extender that BMW is calling REx, as an option. BMW hasn't commented on the cost of the REx option, but it's likely to be at least a few thousand dollars.

While I've really become a pure BEV guy, I have to admit I'm interested in the REx feature. Especially if the gasoline engine is very efficient. I would want the car to achieve at least 40mpg in REx mode, and preferably closer to 50 in order to seriously consider it.

There are also other factors that will influence my interest in the REx option. First, and most importantly, the range of the BEV i3 without REx. I'm beginning to get a little concerned about this because everything I have ever heard about the i3 pointed to at least a100 mile range. Now, at the official unveiling of the concept i3 the press is reporting a 80 to 100 mile range. Hmm. Red flag alert. I don't know why BMW would give the i3 a range less than 100 miles since they purposely made the MINI-E and the ActiveE have 100 mile ranges. Why go backwards now? BMW is a premium brand and the i3 will be a premium car with a premium price tag. In the EV world, there is nothing more premium than a greater range than your competition. I just hope BMW was just underselling the i3, basically doing the exact opposite that Nissan did by promising a 100 mile range for the LEAF and then delivering a 75 mile EV. If they state 80 to 100 miles and most people get 90+ miles during normal driving conditions then that's fine, but if you need to hypermile to get over 85 miles than I think they made a huge mistake. I'm probably just getting worked up about nothing. The folks over at BMW seem to really get it. I don't think they would make this big of a mistake. I've had many meetings and discussions with various members of the EV division and they all say 100 miles is the sweet spot, so we'll see..

Another factor in deciding if I want the REx option will be how much longer after the BEV i3 is introduced will the REx option be available. If we're talking a matter of months and the i3 really only has an 80 mile real world range, than I'd have to really consider waiting for it. However if at the i3 launch BMW still hasn't announced an availability date for the REx, then I doubt I'd even consider it.

Finally, the cost. I think I'd be willing to pay $2000 to $3,000 for the REx option, but definitely not more. Actually what I'd really wish BMW would offer is a larger battery pack option. How about 5 more kWh for the same $2000 to $3000? If that were available all this discussion would be moot. I'd buy the bigger battery in a heartbeat. Five more kWh would increase the cars range by 25 to 30 miles and for me, that would make it perfect. A 110 to 130 mile range BEV would cover virtually 100% of my daily driving needs and would end the discussion for a gasoline range extender. Anybody over at BMW listening???

BMW i3 Spotted in Chicago Filming a Commercial

It's only a short clip, but it's nice to see the concept i3 rolling down a street in Chicago. Although the concept has features like glass doors and roof, you can really see from this what the car will look like. On stage at the unveiling is one thing, but watching it drive on the street in the video gives a better sense of it's dimensions and shape. I can't wait until we see it in production trim!