It’s official: BMW will launch electric car sub-brand

Automotive New reports:

BMW will launch a new class of environmentally friendly vehicles under its own brand, signaling that even premium automakers are ready to embrace electric vehicles as a mainstream product.

Without new concepts and technologies, certain carmakers “may no longer be in the market” soon after the advent of a raft of tax penalties and incentives designed to force the auto industry to go green, CEO Norbert Reithofer said.

BMW’s board decided to create a new sub-brand — similar to its “M” label for its high-performance cars — to label a new range of sustainable vehicles, Reithofer said on a conference call on Tuesday.

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