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Gus Van Sant casts the BMW i8 in soft light

BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the i3, but sell the idea with the i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like Good Will Hunting, Milk and Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from Resurrection), Sting's daughter Mickey Sumner (Sophie from Frances Ha) and Michael Pitt (Jimmy from Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of videos below.

BMW exec says public chargers not important for EV success

What has BMW learned from years of electric vehicle test programs and working with Mini E drivers and the ActiveE Electronauts? According to BMW board member Herbert Diess, it's that public charging is not an important piece of the puzzle of making EVs a success. The way those early EV drivers used their vehicles told BMW that, "public infrastructure is not really very important because most people are charging their cars at home," Diess recently told Wards Auto. It's a message we've heard before. Diess' personal experience fits with this conclusion, he said. After driving his company's new i3 city EV for over a year, "not once have I touched public charging." Of course, the i3 does let the driver search for public charging stations and BMW has a partnership with ChargePoint, and Diess is not hinting that BMW is totally against the idea of public charging. Still, Diess' comments are not likely to find a warm welcome with everyone in the EV scene. An August 2012 UCLA study titled "Financial Viability Of Non-Residential Electric Vehicle Charging Stations" (PDF) clearly states: Adoption by consumers will largely be a function of the electric vehicle charging options available. Studies show that most EV charging currently takes place in the home (Carr 2010). Even so, in order for EVs to gain widespread consumer adoption, it is critical for an infrastructure of electric vehicle supply equipment (EVSEs) to exist outside the home. Even BMW's own electric drivers have been sending mixed messages. In 2010, a study of Mini E drivers found that 87.5 percent said a public charging infrastructure is necessary, though 75 percent later said they could manage without such a network.

First BMW i8 in US to be auctioned off at Pebble Beach

Snag yourself a BMW i8 at the upcoming Pebble Beach Concours d'Elegance Weekend and you won't only be the first in the US to own this model, you'll be getting a one-of-a-kind version of BMW's new gas-electric plug-in marvel. The special i8 will come with a special exterior paint color (called Frozen Grey Metallic) as well as a modified Pure Impulse Tera World interior that has "Concours d'Elegance Edition" etched in and comes with "Dalbergia Brown leather upholstery, which is tanned using dye derived from plant extracts." Tell all your treehugger friends. The 2014 BMW i8 Concours d'Elegance Edition also has laser headlights (as long as BMW gets government approval for them in the US) and comes with the first BMW Charging Station, professional edition. The standard i8 starts at $135,700 and Gooding & Company expects the special i8 to bring in between $150,000 and $200,000 at the auction. We'll find out Saturday, August 16. As a bonus, there's no reserve. The Concours d'Elegance is not a complete stranger to electric vehicles, hosting an EV display at the Meadow Brook Concours in suburban Detroit last year. One-of-a-Kind BMW i8 Concours d'Elegance Edition to be Auctioned During Pebble Beach Concours d'Elegance Weekend 25.07.2014 BMW i8 Concours d'Elegance Edition to be sold at Pebble Beach Auctions presented by Gooding & Company with proceeds benefitting the Pebble Beach Company Foundation and the Pebble Beach Concours d'Elegance Woodcliff Lake, N.J. – July 25, 2014... In celebration of the US arrival of the BMW i8, the world's most innovative sports car, a one-of-a-kind 2014 BMW i8 Concours d'Elegance Edition will be auctioned during the weekend of the 2014 Pebble Beach Concours d'Elegance, ahead of the official fall sale date. The i8 Concours d'Elegance Edition will be distinguished by a unique paint scheme and interior treatment as well as other features that will make it unlike any other BMW i8 in the world. The BMW i8 Concours d'Elegance Edition will be sold by Gooding & Company, the official auction house of the Pebble Beach Concours d'Elegance, during the annual Pebble Beach Auctions at Pebble Beach on Saturday, August 16. Proceeds of the sale will go to the Pebble Beach Company Foundation and the Pebble Beach Concours d'Elegance. The 2014 BMW i8 Concours d'Elegance Edition will feature BMW Individual Frozen Grey Metallic exterior paint.