BMW will debut a new version of its very green i3 EV at the Consumer Electronics Show (CES) next week. The compact hatchback has been reimagined for the future — and BMW’s future is one of less usability and much greater expense. You’ll need hired help.
Using the hashtag #ChangeYourPerspective to underline its presence at this year’s show, BMW wants to display to consumers its understanding of their needs… and the answers it’s prepared to bring to the table.
Apparently, consumers in 2020 are concerned with the lack of of Chrysler Imperial Mobile Director features in modern automobiles. Designed for the chauffeured yet eco-conscious executive on the move, the Urban Suite ditches a couple of seats. What’s left is a living room that’s focused on the passenger, plus a seat for the driver. BMW points out that to achieve this executive lounge space, the standard i3 was revised almost entirely. Only the driver’s seat and dashboard are carried over from the standard car.
The #mood of the Urban Suite is one of work and relaxation. The passenger lounges in an armchair made of recycled materials, and there’s a footrest located where the front passenger seat used to be. To the left of the relaxing occupant, there’s a certified wood desk complete with a desk lamp. From the ceiling folds down a screen, and the rear of the cabin is equipped with a personal Sound Zone. The floor mats are recyclable (for easy disposal once dirtied by a Zegna loafer).
Eager to prove its commitment to sustainable mobility via chauffeured vehicles, BMW has prepared multiple i3 Urban Suites. Shipped over from Munich, they’re presently in Las Vegas. Though they’ll be debuted officially at CES, Urban Suites can also be found driving around the city. There’s even a special BMW app that orders up an Urban Suite for the eco-conscious types of the Las Vegas Strip.
Still a concept at this time, BMW seems serious about the future of a personal luxury i3. The company firmly believes luxury travel of the future won’t have anything to do with a vehicle’s size. Further details will follow after CES commences on January 7th.
[Images: BMW]
“Eager to prove its commitment to sustainable mobility via chauffeured vehicles”
What’s their brand tagline again?
I think their real tagline is “let’s make money.” Setting aside the whole “this is heresy to the “Ultimate Driving Machine” ideal (which it is), this actually isn’t a half-bad idea. I can actually see a market for something like this in crowded cities.
“The Ultimate Driving Machine” was a US market tagline, and hasn’t been used in any print advertising or media in 22 years.
The “Ultimate Driving Machine” tagline is quite literally at the top left of BMW’s USA website right now. I also saw it used on just about every recent BMW UK ad.
Their international site has “Pure Driving Pleasure” as the tagline, which isn’t much different in effect.
“Freude Am Fahren”, why? The 7 series has existed for 45 years, long wheelbase chauffeur versions for 35.
Taking this concept seriously for a moment: who reliably only ever travels solo (plus chauffeur)? This would be a great Uber Black pod, other than the fact that my wife won’t fit unless she sits on my lap. So much for a night on the town.
In theory, I could see this selling to uber/lyft types who specialize in “luxury” transport, particularly in places like New York.
Of course, that’s “in theory.”
I think it’ll be awfully expensive for Uber rates of return.
That’s why I referenced Uber Black. When I take an Uber Black home after work it’s usually $45 or so for a 20-minute ride. This would be fine for the late night executive express, but that’s essentially it: you couldn’t use it as an airport limo, couldn’t use it as a luxury DD for couples having a night out, etc.
Like I said…”in theory.”
Personally, I’d pay a few extra bucks to get ferried to the airport like this. Doesn’t sound half bad.
I’m not sure if the luggage space left over after sitting room considerations. It doesn’t look like much.
That’s where the Autonomous Luggage Mobility Solution Unit comes into play.
It looks like a nice place to sit, but again, only for one. If I’m traveling for business, it’s likely alone and my suiter could probably find a place under the rear table thing, but I couldn’t book this to take my wife and me to the airport for a vacation, or a coworker and me to the airport after a meeting.
China. Simple.
Solo hire cars are common, and Bejing is huge on mandating EVs.
That’s a good point. My own America-centric perspective getting in the way.
“who reliably only ever travels solo (plus chauffeur)?”
Most of the Masters of the Universe in New York.
Cadavers.
Interesting concept.
Note the difference in headroom from the “design concept sketch” (4th picture) to the actual prototype (3rd picture) as mandated by the roofline of the vehicle. Interior stylist not communicating with exterior stylist. (It’s not just engineers who don’t talk to each other.)
The i3 finally gains a useful back seat.
Too close to the chauffeur. “Home, Jeeves. Don’t stare at my legs.”
Yes, but there are a lot of weirdos out there.
The backseat is perfect to spend hours in while waiting for this monstrosity to be fully charged.
Takes 6 hours on a standard 220 home unit. One of the lowest times of any of the current EVs. Hit up a rapid charger and it’ll do it in 35 minutes.
Wow. It’s only January 3rd and already we have a winner for “dumbest car of 2020”.
Smart Fortwo II, or the German version of the Scion iQ/Aston Martin Cygnet.