BMW is apparently planning to market its first-ever mass-produced electric vehicle with a commercial that looks an awful lot like a Gap ad. The German automaker is trying to appeal to the fashion-model set with a new 53-second video that announces the July 29 unveiling of its upcoming i3 EV.

"It's time to learn a new German word: Vorfreude" ("anticipation" in English), reads lettering over slick music and happy, skinny people showing off their comfortable yet stylish duds. As for the car? Well, we're pretty much limited to the silhouette you see above and the teaser text announcing the reveal date. But, of course, we've already seen many prototype versions over the years as well as these recent spy shots. You can see the pre-production car in the galleries and then check out the apparent fashion commercial below.

The i3 will go on sale later this year in both pure electric and EV with range-extending engine versions. We learned a lot about the car late last year and should get more information on the rollout later this month.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 38 Comments
      Smoking_dude
      • 2 Years Ago
      I like it. Also the fact that BMW uses an optional small 2 cylinder range extender. In RE mode it has less power, but it is not intended to be a race car, and it is sized just right. To extend ones range. Also you can get a gas guzzling loaner if you gut the gasoline withdrawal symptoms. and finally another big player making a bev/phev. If a volt owner drive the volt 60% on electrons, he might do that with the i3 to 90% so finally BMW. don't disappoint us on the 7/29 bring it on. oh and one spokesman said that the owners of the Range extended models will discover sooner or later that they don't want to use gas anymore, that the range is really enough, and they will recharge as often as they can... Same thing as ford did ;)
      Anders
      • 2 Years Ago
      It is time To learn a new word "DOUCHEBAGENWERKS!" The new electric BMW. Embrace your Douchebagen.
      Giza Plateau
      • 2 Years Ago
      Will the drag coefficient also be revealed. The real one, not the PR bs. And it's a little comical that they intend to reveal the car that has already been revealed for months on their website. http://www.bmw-i-usa.com/en_us/bmw-i3/
        raktmn
        • 2 Years Ago
        @Giza Plateau
        For the record, those pictures and those stats on that BMW website are not guaranteed to carry over into the production version. That web page specifically for the i3 Concept, and nothing should be assumed about the production version just because it shows up on the i3 Concept webpage. BMW uses the word "Concept" what seems like 100 times on that webpage. They have gone completely overboard emphasizing that webpage is just for the concept version. Oh crap. There I go responding to Giza like I'm talking to a rational person. Nevermind. Keep on with the No Dan-Mobile, No Sale agenda. NDMNS, right?
          ElectricAvenue
          • 2 Years Ago
          @raktmn
          Just don't get him started on extra-terrestrials....
          purrpullberra
          • 2 Years Ago
          @raktmn
          raktmn: You don't want to drive a beercan down the road, next to semi's on the highway? Not the semi of kuntknife above :) Electric Avenue: "Thank Yoooooooooooo!"
        skierpage
        • 2 Years Ago
        @Giza Plateau
        Here's what "Dan Frederiksen" had to say 3 days ago on YouTube What happens when you put homosexuals in´╗┐ charge You're a confused, awful, loser.
      aatheus
      • 2 Years Ago
      What a pretty and useless ad! Am I buying a car, trendy clothes, or young people?
      someone
      • 2 Years Ago
      What the heck does people jumping around and having their pictures taken have anything to do with : 1. BMW? 2. i3 electric vehicle. Fire whoever is in charge of advertising because this is a giant FAIL.
      Alana
      • 2 Years Ago
      The concept used is really very cool. Lets see when it comes in the market whats the mileage and all.
      The Wasp
      • 2 Years Ago
      That was terrible.
      Winnie Jenkems
      • 2 Years Ago
      It will undoubtedly have freakish insect/dorky/egglike styling and awkward proportions, so color me uninterested. I won't consider an EV unless it looks like a normal car (Tesla is doing it right). Now, drop the EV drivetrain into something like a 1-series, make it just as engaging to drive and price it under $40K? That's a different story.
      Street King
      • 2 Years Ago
      The patent drawings are out for this "thing". Its friggin' ugly, but that's probably what the people like that buy these things.
      kuntknife
      • 2 Years Ago
      I found this very difficult to masturbate to.
      ANDREW
      • 2 Years Ago
      ...i think the car is actually pretty cool looking..distinctive funky cute..i get the ad.
      raktmn
      • 2 Years Ago
      I'm hoping that the roofline/beltline/side profile in the final production version will more resemble a slant-nosed Mini Countryman than the Concept car. The whole transparent door panel thing can't possibly make it into the production version.
        skierpage
        • 2 Years Ago
        @raktmn
        The transparent door panels are definitely gone on the i3 (and, sadly, the i8). The bronze pre-production that was in BMW's London showroom has a dropped rear window line that is refreshing, I really hope that survives.
    • Load More Comments
    Share This Photo X