The first customers of the all-electric BMW i3 have collected their cars from the BMW Welt in Munich. The i3 is now available in Germany and selected European markets. Ian Robertson, Member of the Board of Management of BMW AG, Sales and Marketing, said, “Today marks a milestone in the history of the BMW Group, as we hand over our first BMW i premium electric vehicle to customers. In doing so, we are bringing sustainable mobility to the roads.”
BMW has also announced that from early next year, it will launch the 360º Electric portfolio of consumer-oriented offerings. BMW of North America has announced partnerships with experts in the field of electric mobility and various programmes that will be part of 360º Electric, which has been designed to overcome some of the commonly perceived barriers that deter customers from purchasing an electric vehicle. BMW hopes that the idea will encourage EV uptake.
Beyond the car
BMW claims to be the first OEM to offer a comprehensive EV plan that extends beyond the car. The OEM already has experience in the electric vehicle market with the Mini E and ActiveE research and field trials, which BMW said has helped it understand the challenges and demands on EV owners. Robert Healey, BMW North America’s Electric Vehicle Infrastructure Manager, said, “Electric mobility is new to many customers, and in order to give them maximum confidence and a premium experience, we have given them access to programmes and experts that will enable a truly holistic electric driving experience.”
With the i3 launch BMW is taking an approach that also encompasses the bigger picture, providing its customers with something more than a new car. BMW has taken on board the obvious complaints and issues that go along with the purchase of an EV and worked to tackle them. 360º Electric encompasses products for home and public charging, flexible mobility and assistance services.
Overcoming problems
BMW’s i Charging Station is wall-mounted and can be used both indoors and outdoors. With an output capacity of 7.2kW at 240V, it can charge an i3 in around three hours and an i8 in around one and a half hours. The charging cable extends 25 feet and charging ends automatically when fully charged. BMW has partnered with Bosch Automotive Service Solutions to provide a personalised service. An adviser supports customers and an electrician provides a free, in-home consultation and installation, which is backed by Bosch warranty and support.
The OEM is also addressing the challenge of charging away from home. BMW’s ChargeNow hopes to make it easier for drivers to find and access publically available charge stations. All i3 owners will be given a ChargeNow card, allowing them access to over 14,000 stations, including in public car parks and garages. There is also the possibility for BMW i owners to have guaranteed convenient long-term parking. For customers who may not have a residential or work charging option, this service can offer drivers a dedicated parking space with charge stations in garages. BMW will also offer an alternate mobility programme for customers wanting to drive long distances in their vehicles. This should be available in 2014.
Car sharing
BMW’s role as a mobility integrator is further by its participation in various car sharing programmes. With EVs specifically, DriveNow will allow BMW i drivers to pay by the minute. The scheme is currently available in San Francisco, offering ActiveE vehicles. The OEM said earlier this year that it wished to extend the service to other US cities. However, while in Europe (where BMW runs four DriveNow schemes) vehicles can be left on the street, in San Francisco the cars must be left in parking garages or other private areas. This could put some customers off as the service is no longer A to B. For BMW, one of the plus points of having vehicles on the street in Europe is visibility. Large stickers on the sides of vehicles also help with marketing, as they are continually seen out and about.
Rachael Hogg
