Mainstream models of the Bavarian maker will switch to a new iPerformance nameplate for their plug-in hybrid versions.
BMW’s goal is to link the mainstream PHEVs with the i3 and i8 models, as they benefit from existing technologies originally launched with the i sub-brand.
“Our cars that are plug-in will carry the torch of the i3 and the i8,” Jose Guerrero, product planning and strategy manager for the i series at BMW of North America, told AutoNews. “It is transferring the competence and the technology.”
The rebadging will bring new styling features such as a BMW i logo on the front side fender, blue detailing in the front grille and wheel hubs and an eDrive badge on the C-pillar.
BMW’s mainstream plug-in hybrids like the 330e and the X5 xDrive40e carry the same tech in their electric motors, battery cells and electronic management systems.
“It is also showing consumers that we are confident with the technology we launched with i and are now putting it into our mainstream models,” Guerrero added.
The first model to wear the new iPerformance moniker will be the 330e that’ll go on sale in the US this summer, with the 740e to follow later in the year. As for the plug-in hybrid X5, BMW is going to rebrand it as the company plans to offer an iPerformance variant for every model in its range.
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