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BMW: Fleet key to i sub-brand success

Date: 30 October 2012   |   Author: Tristan Young

Fleets will play a key role in BMW's new i sub-brand, which launches next year.

The i cars, including the i3 and the i8, will be electrically powered. The i3 will be a full plug-in EV while the i8 will be a range-extender vehicle.

Explaining the i, BMW's head of marketing Chris Brownridge said: "BMW already has the M brand, so the i brand will be like that. M is about ultimate high performance, i is about new technology.

"The i operation will be big in fleet, but it won't suit all."

Brownridge said that the tax treatment of zero-emission and very low-emission vehicles would impact the uptake of the i-brand cars within fleet.

Commenting on the recent Transport Select Committee report on the tax treatment of EVs, he said: "Tax will be important to customer behaviour. We welcome the plug-in discount, but their call on BIK. we would support it if they [Government] changed their mind."

Brownridge added that he thought the 2015 jump from 5% for cars with CO2 emissions between 1g/km and 75g/km to a 13% BIK tax band for all vehicles with CO2 figures below 95g/km was "high".

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