In the world of automobiles, there are very few meaningful brands. For the most part, they are simply cars. They have a steering wheel, four tires, an engine and a gas tank so you can get to where you need to go. You can’t tell one from another.
BMW is one of those brands that actually triggers an emotional response. Its “The World’s Ultimate Driving Machine” suggests the experience of driving, a love affair with using the automobile. “Driving” is the emotional word here.
For that reason, now that BMW has entered the electronic car age with the unveiling of the i3 at the International CES convention, the rest of the market better watch out. There is no one better positioned to add technology to the automobile than the “World’s Ultimate Driving Machine.
The i3, which will become available in April, has many cool features, including a table-style touch screen that’s wired into the Internet (but not while you’re driving!), programs to preheat or precool itself and LED taillights. It is, by BMW’s own admission, an attempt to target the Millennials (ages 19-36) who want more technology in their cars because they grew up in the techno world.
In full disclosure, I am a BMW driver and I’m supremely confident that the BMW brand will make this electric car another “ultimate driving machine.” The competition should take note.