OFFER ENDS TOMORROW:
Save 45% on a subscription.

BMW debuts i subrand during Winter Olympics

BMW of North America is the official mobility partner of the United States Olympic Committee.
UPDATED: 2/7/14 9:57 pm ET - adds videos, details

BMW showed off its i subbrand during the opening ceremony of the Winter Olympics on Friday night.

The first of three i television commercials featured the i8 plug-in hybrid super car, BMW said in a statement.

The commercial called "Hello Future," used the theme and words from "2001: A Space Odyssey," to position the i8 as a futuristic vehicle. The 1964 book envisioned what the future in 2001.

Two other commercials also aired. "Sighting" portrayed people who have seen the i8 trying to describe it. "SHHH" depicted a boy who takes a joyride in the i3 battery-electric compact to impress a girl. He wins the girl but his father tracks him through the BMW i remote application.

BMW is also debuting digital shorts at NBCOlympics.com featuring the two i cars.

BMW of North America is the official mobility partner of the United States Olympic Committee.

The i cars go on sale in the United States starting in April.


You can reach Diana T. Kurylko at dkurylko@autonews.com -- Follow Diana T. on Twitter: @dianakurylko

0

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters