Old VS New: BMW’s New Image and i4
Recently, as you’ve probably seen, BMW has changed up their online brand images and introduced the new i4 Electric Gran Coupe. This has resulted in some interesting conversation and they certainly deserve the attention. What BMW hopes to do is give us a look into the future where they are heading. What they have done, though, is open up a question as to what that means for enthusiasts. I’ve asked before about whether our readers prefer older or newer BMWs and why, so this week, I’m going to revisit that question with the new BMW image and direction in mind. |
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The New Logos
I definitely understand revamping an image to modernize. The idea is to maintain the original message and recognition with a contemporary revisit to the overall design. Think of it like upgrading with a new generation of the same great model. For me, there have been logos I prefer over others. However, they’ve all been physically on BMWs. With these new //M and BMW logos, they are supposedly only for branding purposes online and will never appear on a car. I think they look interesting, but not exactly innovative. It looks like an app logo on an iPhone. Which, if it’s just for online purposes, works well. I’d still like to see it on a car just to find out what it looks like in 3D. |
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The New i4
The i4 Gran Coupe is a new all-electric performance luxury model that has stirred some controversy. As a vintage BMW fan, I don’t know how to feel about it. I am, believe it or not, a big fan of electric vehicles. I like that BMW has chosen to go the performance route while offering something that looks like it could compete with anything for modern luxury, but I think I would have chosen a different direction.
The whole package feels too intentionally futuristic. Why can’t the future be about functionality more than simply looking futuristic? Do we really need a steering wheel that looks like it’s from I-Robot? I think no. With electric vehicles, there is this trend to appeal to technology enthusiasts rather than automotive enthusiasts. I’ve found in my recent survey research that car enthusiasts can certainly prefer electric vehicles, the caveat is they don’t want them to feel like electric vehicles. And I don’t mean in the performance department. |
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What the car looks like and how it evokes emotion from its driver is what car enthusiasts find they can’t give up. I prefer a car that offers nimble handling, enough power to have fun, rear wheel drive, and a manual transmission. Aside from the manual transmission, all of these characteristics describe electric vehicles you can already purchase. If it didn’t make noise, I could live with that. Many enthusiasts agree according to a study last year, but it was a small majority. What we can’t give up, though, is the manual transmission.
Fortunately, BMW plan to keep the manual transmission around as an option for the M4 and a few other models for as long as we know. However, why can’t we have a manual in the i4 or other electric vehicles? It’s certainly possible. I know, it isn’t as efficient or ideal, but still. If I care about driving, I would rather have the manual rather than go without it for a few extra miles of range and faster acceleration. |
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The car looks something like a cross between the 3-series and the 5-series. I can’t tell how large or small the new car is, but it looks like a 5-series with that fastback ‘gran coupe’ style rear. With all the glass panels, it seems larger inside the car than it might be. Regardless, I have to say I do like the look, at least on the outside. However, I’d prefer if BMW took all the functionality of the i4, slapped a manual transmission in it, and bodied it with an E23 7-series, Velour interior and all.
Until we get manual transmission electric vehicles that we don’t have to build ourselves, I’ll stick with the older models. Especially with all the upgraded bushings I just installed and the new Turner Adjustable Short Shift kit. This is exactly why I prefer the standard transmission, as do many other enthusiasts. The connected feeling that operating your car with all four limbs offers is precisely the reason I can’t get behind an electric car. |
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What do you think?
The new logos, direction, and electric i4 are quite different for BMW. I do like the idea of electric vehicles, and there is tons of potential for motorsports with them, but are we seeing the beginning of the end for traditional performance vehicles? We want to know what you think about the new direction and how you feel about the new i4. Reach out to [email protected] and tune in next week where we’ll talk about your responses. |
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