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.

100,000 Thanks!

I started this blog a little over two years ago, not long after BMW announced the MegaCity vehicle would go into production. I was still driving my MINI-E at the time and the prospect of a real production electric BMW seemed so far off. Well, we're now only weeks away from the i3's European launch and a few months from being able to buy one here in the States. The traffic on this site has really picked up recently and it just surpassed 100,000 pageviews. I've received hundreds of comments and many emails from followers and I just want to say thanks for reading, commenting, following, sharing and reaching out to me. Your participation is the only reason I continue to post about the i3. This is not a commercial site, I do not have advertisements or profit off this in any way. I simply do it because people continue to stop by, read the posts and comment. It's been a fun ride so far; here's to the next 100,000 pageviews and thank you!

US i3 Orders To Begin in November

Photo Credit: The Car Addict

InsideEvs.com recently reported that Jacob Harb, BMW's North American Manager for Electric Vehicles, told them that i3 orders for US customers will begin in November. That means we'll soon get information like pricing for options, warranty details and hopefully what leasing deals will be offered.

BMW has reported strong demand for the i3 in Europe with over 8,000 pre-orders already and the car won't even be available for another month there. Here in the States we'll have to wait a little longer. All BMW has officially said is that the i3 will launch here in the second quarter of 2014, and recent rumors have been pegging the launch for April or May which would mean early to mid Q2.

Photos courtesy bmwblog

California dealers have also been telling their customers that they will be getting i3'\s for display and even test drives, and that there will be as many as 50 i3s at the LA Auto Show in late November for driving events. That would make a lot of sense since the LA Auto Show is one of the big auto shows in the US and California is the number one market for plug in vehicles. 

One factor that can influence the i3's popularity in the US is its EPA range rating which hasn't yet been announced. I have maintained for a long time now that I would be very disappointed if that number comes in lower than 90 miles per charge. Unfortunately judging from the early test drive reports from some reporters like John Voelcker of High Gear Media, it may in fact be lower than 90, and may even be substantially lower than 90 miles per charge. I'm not going to go into this too much just yet because it would just be conjecture. Once the EPA rating is announced I will have a detailed post up within a day, I promise because it is a very important topic to discuss.

BMWBLOG Road Tests the i3: "Welcome to The Future"

I don't often create a post here simply to direct the readers to another site but there are rare occasions where I believe it's worth doing so. Followers here know I have a good relationship with BMWBLOG and even write posts for them about electric cars from time to time. Shawn Molnar from BMWBLOG is currently over in Amsterdam on a press drive for the i3 and he just posted his initial report on his driving impressions. There really haven't been any comprehensive driving reports on the i3 yet since previous journalist test drives were brief and in pre-production i3's. With comprehensive test drives of real production i3's we will now begin to get a better understanding on how well it performs.

So how did BMWBLOG like the first production electric car from the brand? You can read the full story here, but I'll give you the condensed version in a couple quotes form the author:

"The i3 positively rocketed through the autocross with fly-like changes of direction, neck-straining acceleration from low speeds, and strong braking performance."

"So quick was the i3 through this wet autocross that my hands were challenged to keep up � I�ve never driven any BMW product so nimble through cones. I reckon that a stock i3 could trounce most auto-crossing M cars through tight courses with plentiful direction changes and short scoots between turns."

"I�d also fancy a stab at my local BMW Club�s autocross championship. I reckon the i3 would give a whole slew of M cars a run for their money."

"There is so much to say about the i3 that I hardly know where to start. But since my heart generally gravitates towards lateral-Gs, let�s start in the dynamics department. This is perhaps the greatest epiphany of the i3 � its staggering performance."

So far, so good! :)

i3 Video: Zero to Top Speed

Autoblog.nl posted a short video showing them driving an i3 from a standstill to its top speed of 151km (93mph). You really get a clear picture of how well the car accelerates all the way up. Take a look:

DC Quick Charge: Better Than a Bigger Battery

A BMW i3 charges at the first public SAE CCS quick charge station open in the US. 

The first public DC quick charger in the US that uses the SAE-endorsed Combined Charging System (CCS) opened this week in San Diego, CA. It's located at the Fashion Valley Mall and uses a dual connector quick charger called a "Freedom Station" by EVgo.

The i3 will have a DC quick charge option that the customer can elect or pass on. The price has not been set yet but the speculation is it will cost somewhere between $750 and $1,000 extra. Having the option will allow you to recharge the car to 80% in about 20 minutes. This is an incredible advantage to have in an EV, since charging times are really what limit EVs like the i3 from being able to cover hundreds of miles without much inconvenience. Of course you can get an EV with a huge battery like the Tesla Model S which will allow you to drive a couple hundred miles between charges, but to be able to really cover long distances without much inconvenience, DC quick charge (or battery swap ability) is really needed. 

Standards War

SAE & CHAdeMO side by side

Tesla understands the absolute need for quick charging on pure electric vehicles and is rolling out their own network of DC quick chargers they call Superchargers. Since Tesla uses a proprietary connector nobody other than Tesla customers will be able to use their network. Nissan uses a different connector called CHAdeMO (short for CHArge de MOve or charge for moving) which was developed by Tempco (yeah, the power utility that runs the Fukushima nuclear power plant) for quick charging electric vehicles in Japan. When Nissan came out with the LEAF, the SAE hadn't yet endorsed a DC quick charge connector for the US so Nissan had no other option but to use the CHadeMO connector on the LEAF for quick charging, not that they wouldn't have anyway. Then, once the SAE endorsed the CCS connector, BMW, along with Audi, Chrysler, Daimler, Ford, GM, Porsche all agreed to use it on their plug in vehicles, when they eventually make them. I'm not going to go into why one is better than the other, or why some manufacturers chose one over the other here. There are plenty of articles on the internet that discuss this at nauseam; just do a simple search and you'll find them. I will say that I've talked with a few BMW engineers about this and they all basically told me there was no decision to be made. That the SAE CCS system is so technically superior to CHAdeMO, especially for future applications, that they wouldn't have even considered it. 

Personally, I really don't care which "standard" my EV has, as long as there are chargers out there for me to use. I've held both and even plugged both into cars and the SAE is a little lighter and less bulky and you only need a single charge port on the car so I tend to favor it, but honestly, I would be fine using CHAdeMO if there were chargers installed in my area and there aren't. At the i3 premier in July a BMW program manager asked me how much would I be willing to pay for the DC quick charge option. I suspect the price for the US market hadn't been finalized yet. My response was, "That depends" eliciting his curiosity. I followed it up by saying right now I won't pay a penny for a DC quick charge option because there are no chargers within driving distance of my home. However let's say there were a couple here and there in my general area, then I'd pay about $500 for it. And if there were a couple dozen of them in northern New Jersey I'd be willing to pay $1,000 for it. 

 
I know we are many years from having DC quick chargers in accessible, convenient locations like gas stations but I also believe that day will eventually come. The West Coast has a huge head start over the rest of the country and probably has as much as 70% of the Superchargers, ChadeMO and now CCS stations installed in the entire country. Plus, with the recent NRG settlement California will get 200 more DC quick charge stations, most being dual connector (CHAdeMO and CCS) units. Tesla currently has 24 Superchargers installed and an aggressive plan to cover the rest of the US in a few years. Nissan meanwhile has committed to installing hundreds of CHAdeMO stations in the US although they haven't delivered much on that promise yet. Outside of California's NRG settlement the future is unclear how and when we'll get the SAE CCS stations installed. Without any clear plan for the area you live in, I think it would be foolish to pay up to $1,000 for the option if you don't even know if you'll ever be able to use it. I have a friend that bought a LEAF in 2011 here in New Jersey and paid for the CHAdeMO option but nearly three years later he has never been able to use a CHAdeMO station because there are none within his range. 

I had the opportunity to talk with a BMW manager at the i3 premier about DC Quick charge infrastructure and one of the questions I asked was will the BMW i dealerships be required to install a DC quick charge station. I thought that would be a great way to at least begin the roll out of compatible DC quick chargers for the i3 so customers will at least have their local dealerships to fill up quickly at. They could also look for BMW i dealerships along the route of their long trips and since most dealerships are on highways, the locations would probably be good ones. Unfortunately that isn't going to happen. The dealers will not be required to install DC quick charge stations, but they will be "encouraged to." Personally I'd like to see BMW "encourage" them by offering to supply them with the DC charging station for free, as long as they pay to install, maintain it and have it available for use even when the dealership is closed. The dealerships will however be required to install multiple level 2 charging stations though which is a start, but really doesn't help out with longer road trips.

"Quick" Level 2 Charging

Is there such a thing as quick level 2 charging? While level 2 charging (240v) isn't necessarily quick, some cars do charge quicker than others. The Model S is the king (in the US at least) of L2 charging as it can charge at a rate of up to 20kW with optional dual onboard 10kW chargers. However the real L2 charging champ is only available in Europe. The Renault ZOE's onboard "Chameleon charger" can charge at up to 43kWs! On the other end of the spectrum is the Chevy Volt that is restricted to 3.3kW charging. However since the Volt has a much smaller battery than a Model S, it can actually fully charge in about the same time as a Model S can with it's massive 85kWh battery. The i3 will be able to charge at up to 7.4kW, and since it has only a 22kWh battery, it can fully charge in under 3 hours. This delivers a rate of about 30 miles of range per hour when charging from a 240v 30 amp level 2 charging station. That's a good improvement from my ActiveE, which returns only 15-18 miles of charge per hour. BMW is quick to point out how fast the i3's battery can be replenished while charging on L2, and while it is better than any non-Tesla EV here in the US, it still pales compared to the 80 miles of range you can get in 20 minutes on a DC quick charger.

Bigger battery vs DC quick charge 

The i3's 22kWh battery will allow for 80-100 miles or range in every day driving conditions, and up to 125 miles if the more efficient ECO-Pro+ driving mode is selected (Says BMW). So if range is so important, why not just slap a 40kWh battery in there and call it a day? The i3 would get about 200 miles of range and you wouldn't need quick charge, right? Wrong. Tesla uses enormous battery packs and they still realize they need a DC quick charge network to really make their electric cars viable to the broad public. Even with 200 to 300 mile range their customers want to be able to quickly recharge so they can drive long distances. The truth is, no matter how big your battery is and how far you can drive on a single charge, people will always want more range and quick charging. This is way BMW is offering the range extender on the i3. They know that it's going to take years for a comprehensive DC quick charge network to be built out, so until we have a robust infrastructure in place, the range extender will be a very popular option and will allow the owner to drive as far as they need on the few occasions they need to travel long distances. For daily use they won't use any gas, as the ~100 mile range should be more than enough for the vast majority of the time, yet they still have the flexibility of being able to cover hundreds of miles should the need arise. I believe the range extender becomes obsolete once we have adequate quick charge infrastructure in place. In fact, large Tesla-sized batteries won't be necessary either. Why carry the additional weight around and pay for a huge battery pack when you can use one half the size and just charge it quickly when the occasional need arises? The main reason EVs cost more than conventional powered vehicles is the cost of the battery pack. A smaller pack combined with readily available quick charge is clearly the way to go, however getting the infrastructure in place is the 800 lb gorilla in the room. It's not just going to happen without the support of the manufacturers. Tesla and Nissan seem to be doing their part, will BMW and the others that have signed up to use the SAE CCS standard do their part? Only time will tell.
 

The BMW EV infrastructure team was well represented at the grand opening event for the first public CCS quick charging station. Will they continue to be involved in assisting CCS station deployment, or wait by the sideline and watch?

Customer Reactions From The First US BMW i3 Test Rides

The i3 used for ride-alongs at the San Diego National Plug in Day event. Photos courtesy Chris Llana

This weekend there were over about 100 National Plug In Day events held around the US. I was at the North Jersey event held at the Liberty Science Center in Jersey City, New Jersey. I was there with my new ActiveE and we had a total of about 25 electric vehicles in attendance. By all means it was a great day and we helped spread the word about how great plug in cars really are. However across the country at the San Diego Plug in Day event something special was happening. BMW had an i3 there, and for the first time in the US they were taking customers on test rides.

No one was allowed to actually drive the car, as it is a pre-production i3 and only BMW employees are allowed to actually drive it, but the driver was definitely giving the passengers a taste of what the i3 is capable of. He wasn't just rolling around a parking lot at 15 mph like many EV ride-alongs do, they went for a real drive on the streets and the driver was punching the accelerator to show off the power as well as the cars grip on the road. Since I wasn't there, I reached out to three people, Peder Norby, Grant Kluzak and Chris Llana, that were there and had the opportunity to go for a test drive to get their impressions.  

Peder and Grant are very experienced electric vehicle drivers. Chris doesn't yet own an electric car, but has been closely following the electric vehicles currently on the market and intends to buy one soon.

First up is Grant Kluzak. Grant drives a Toyota RAV4 EV and his wife Kristine drives an ActiveE and here's what he had to say:

"At the San Diego National Plug-in day event I had the opportunity to ride as a passenger in a pre-production model of the BMW i3. Since my wife is the primary driver of our BMW Active E, I am somewhat of a professional passenger in an electric BMW. I had a slight hang-up on the overall look of the i3, however after the ride, I now think the look fits the vehicles behavior. It's not an SUV and it�s not a traditional BMW sports car. It is truly a cross-over. You do not feel as low to the ground, or sporty as you do in the Active E. 

It appears to handle nearly as well as an Active E, possibly even accelerating faster. One truly amazing feature is the incredibly tight turning radius which will be very handy in tight parking lots or small city streets. The driver told us that the regenerative braking feel is nearly the same as the Active E and that he finds himself one pedal driving most of the time. I�m excited about this because I drive a Toyota RAV4 EV and find the regenerative braking is too light compared to the Active E. The interior cabin was comfortable and supportive as we would expect from BMW. There is an interior finish on parts of the dash and doors that looks and feels like felt. We were told that it is made from recycled carbon fibers. I really liked the look of this new material and was glad to hear it is made from recycled material. 

Riding in the back seat behind the driver was comfortable for me a six foot two large man. That is not something I can say about the Active E and the i3 was much easier to get into with it�s �suicide� doors in back. There are plenty of cup holders, two in the back and one fixed and one movable between four different locations up front. The BMW engineer I talked too found it amazing that Americans were so fixated on the cup holders in our cars. Apparently there was much debate between the US and Germany on the number and location of the cup holders. I think they got it right with one per passenger. Yes, it�s a four seat vehicle. Having loosely followed the development of the i3, I was under-impressed with the slight glimpses we saw of the vehicle along the way. I did not think it would be a good follow on to the Active E. Having now ridden in an i3 and getting to see and feel the ride comfort, I can�t wait to get behind the wheel and test drive one. I think it has great potential as being the vehicle we will replace our Active E with."

Photo courtesy Peder Norby

Next it's Chris Llana. Chris has been a longtime follower and commenter on my blogs and he even helped me out with photo-shopping for my April Fools post here this year.

"I attended the National Plug In Day event in San Diego on Saturday.  There were about 110 privately-owned plug-in cars there, of all sorts, as well as more than a dozen plug-in cars available for drives and rides (the Model S and the BMW i3 were passenger rides only).  There were seven ActiveEs there (and almost 40 LEAFs).  

 I arrived early and headed right for the i3.  Not a lot of people there at that time, but lots of enthusiasm.  I ran into Peder Norby there; there were at least a couple of other ActiveE drivers inspecting the i3.  The car looked better in person than in photos, Tom, as you have mentioned before.  The interior, in particular, was much nicer than the photos let on.  The driver's position was very comfortable, with ample head and legroom for my more than 6'2" height; the steering wheel was very nice, and placed to perfection.  Visibility was great.   

  The back seat was the big surprise -- very usable by full-size adults, and the front seats did not have to be moved forward to give room for the backseaters' legs.  At one point, both Peder and I were in the back seat -- both of us commented about how comfortable it was, for short runs at least.  Peder is about as tall as me, and not a small man.  We pretty much filled all of the available space, with no extra headroom, but that means most adults will find the back seat more than adequate.  

  I was in the i3 for the first ride of the day (in the front passenger seat), along with two others in the back seat (including one ActiveE driver).  A BMW engineer was driving.  The drive was out on the streets surrounding the parking lot where the event was held -- city speeds, no highway travel.  The acceleration from a stop was impressive, even with four people in the car!  I can only imagine what it would be like with just the driver in the car (and 500 fewer pounds).  With the windows open, the car under hard acceleration sounded like a muted jet engine spooling up -- very cool sound!  The ActiveE driver in the back seat said it was quieter than the ActiveE, and after one spirited take-off, told the driver he had just sold a car!  All in all, I was very impressed!"

Lastly, it's Peder Norby weighing in and he's a real EV pro. Like me Peder has been BMW's e-mobility trial lease programs since 2009. Peder had a MINI-E and now has an ActiveE as well as a Honda Fit EV and has racked up nearly 70,000 all electric miles. Here's what Peder wrote on our i3 group's Facebook wall:

There was plenty of room for Peder and Shawn in the backseat

"I think Shawn is 6'2" and I am 6'3" We thought we would put the two biggest guys in the back. Warning do not try this in an ActiveE! I would never think of trying to shoehorn myself back there.

Lots of room in the i3 for a small car. With the drivers seat fully back there is 4 inches between the seat and the back seat as compared to the ActiveE where the seat touches the back seat. Width wise up front I would say larger than the Active E but not quite as wide a as a 3 series. The space in the rear of the seats is very good, with the seats folded down there is a lot of room. Similar or greater to the Honda Fit EV. The Fit EV is a touch wider but not as deep.

Sitting in the back was very comfortable and we had a 6'0" driver in his comfortable driving position in front of me. I was just fine and not cramped.

Test drive was great, MUCH faster than a Mini-E which is MUCH faster than an ActiveE, and it all comes from the rear so much better control. The driver punched from the lights and it was very impressive even more so than the Mini-E.

Best impressions are:

That the car looks much much better in person, It is very planted on the road at speeds just like the ActiveE and unlike the Honda Fit EV (I love the Fit EV but its a bit of a tinny dancer on the highways. The car for me seemed even quieter than the ActiveE. The interior on the test car was the highest class and it was indeed higher in quality than the ActiveE,

Insights, The rep said that if dealers are taking list it's not official from BMW but unique to the dealer. He also said that BMW will be reaching out to the Electronauts and that they will be in the first group to get the cars. The driver of the i3 said he has lots of seat time in both the i3 and the ActiveE. He described the range on the freeway of both cars as similar and range in the city of the i3 as superior to the ActiveE.

One very interesting conversational detail was that the braking distance in the i3 is among the best of the BMW cars including the M cars. They are validating the stopping distance currently but that it is going to be a big surprise to a lot of people. That bodes very well for performance and for safety

We made some circles in the parking lot and I have never been in car with that tight of a turning radius. The carbon fiber roof is awesome, many areas where you can see the carbon fiber such as the sills and when you open the rear hatch. BMW left a lot exposed and that is good. Love the rear lights.

Very Impressed." 

Peder also maintains a blog about his electric driving experiences and wrote a post on the i3 driving event. You can read the whole post here. So I'd say so far so good. The people at the event that had the chance to go for a ride all seem generally impressed. I suspect it won't be long before BMW gets a lot of production i3's delivered here to the States and opens up actual driving events, that will be the real test.