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The BMW i world premiere in New York, London and Beijing: How BMW gives the impression that it no longer builds combustion engines.

i3 premiere: Norbert Reithofer in New York

i3 premiere: Norbert Reithofer in New York

 

BMW Group boss Norbert Reithofer certainly does not consider exaggerations to be the basis of communicative work. When introducing the “electrically born” i3, however, he avoided any kind of reserved modesty. Ultimately, the aim was to call out nothing less than “a revolution” that would change our society: the electric car, initially in the form of the futuristic, cute BMW i3.