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Drew Smith: ethnographer, strategist and host of Rising Minds

BMW Project-i for Isetta

Way back in March I wrote a piece discussing BMW’s Project-i. In it (you can read it here), I roused on BMW for taking such a high-minded approach in describing the project.

I also suggested that if they wanted to provide new forms of popular (as in “for the people”) urban transport, the wonderful Isetta brand was ripe for the picking, leaving the precious BMW unimpeached.

Lo and behold, BMW CEO Norbert Reithofer has just announced that the vehicular outcomes of Project-i will be marketed under a sub-brand called… well, we still don’t know for sure yet. But take a look at the wonderfully feel-good, BMW-produced video above and there’s no prize for guessing what it will be.

Thanks to @bjkraal for the RT from @tmrnews: http://bit.ly/dIQxJ

Category: Advertising, Branding, Car, Car Culture, Design Strategy, Premium, Sustainability, Things I like

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One Response

  1. […] Smith on DownsideUpDesign speculates that CEO Norbert Reithofer is about to announce the new brand, while a rather lovely new […]

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