new green brand have been circulating for months. We talked about the possibility back in
. A bit of news came in early February with the discussion of a revived
(subs req'd) is now reporting that the Isetta rumors - or, as one of our readers said, iSetta - might be coming true. BMW CEO Norbert Reithofer told AN that a 12-member planning group called "Project i" has been working behind the scenes for about a year to discuss forming a new brand just for BMW's alternative-fuel vehicles. Reithofer said that the group, "Is fully independent and even free to act beyond BMW structures if necessary." BMW may build a small
and if it does, the badge is just as unknown at this point as the look and battery type.
Of course, there's no reason BMW can't find religion on just greening up the BMW brand itself. I mean, a
520d gets better mileage than a Prius
, don't ya know? Would an all-electric BMW city car be too much brand dilution?