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BMW introducing i8 to US with Hello Future Olympics ad

It's not all unfinished hotel rooms and unconventional toilet situations at the Sochi 2014 Olympic Winter Games. During the broadcast of the opening ceremony tonight, BMW is going to introduce the American TV audience to its plug-in i brand of vehicles. Of course, since we have things like Twitter and YouTube (which the Russian hosts might not be too happy about), you can already see the first spot below. BMW is going all-in on its Olympics ads, saying the campaign is the company's "largest media investment of the year." The first ad, called Hello Future, sets the words of science fiction author Arthur C. Clarke to an array of futuristic cityscape visuals before flashing the i8 onto the screen. Two other spots – called SHHH and Sightings – will also debut during the Games. Those have not yet been placed online, but BMW says that Sightings is about people "trying to describe something they have never seen before; something remarkable and other-worldly" (i.e., the plug-in i8). SHHH, on the other hand, is a short romance, about a "boy who sneaks out in his dad's quiet and all-electric BMW i3 as he tries to impress his dream-girl with the ultimate joyride. In the end, the joyride helps him win the girl." There's a twist, of course, which you can read about in the press release below or just wait until it appears on screen, trying to break through the banal advertising landscape, over the next few weeks. BMW has other connections to the Sochi Olympics as well, including designing the two-man bobsled used by the US Olympic team. There's a contest running regarding that project over on BMWTimeTracker. BMW Debuts BMW i Brand Campaign During NBC's Broadcast of the Sochi 2014 Olympic Winter Games First-Ever U.S. Television Commercials for BMW i to Begin Airing on February 7. WOODCLIFF LAKE, N.J., Feb. 7, 2014 /PRNewswire/ -- BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), will tune into the Opening Ceremony of the Sochi 2014 Olympic Winter Games tonight at 7:30pm ET on NBC, which is expected to be one of the most-watched television events of 2014. During NBC's broadcast of the event, BMW is officially launching the brand campaign for the revolutionary BMW i brand with its largest media investment of the year.

BMW i3 gets official worldwide

Even though we recently drove a near-production version of the BMW i3, the car still wore light exterior and interior camouflage. Today, BMW took off that little bit of camo and made a big announcement: The i3 will go on sale in the US for $41,350 in the second quarter of 2014. That does not include any state or federal incentives that could lower the price or the $925 destination fee. The i3 will debut with three trim levels, which BMW is referring to as Worlds: Mega (standard in the US), Giga and Tera.
The BMW i3 is chock-full of new technology afforded by its design as an EV from the start of development, which has resulted in a vehicle layout unique to the i3. BMW has named it LifeDrive architecture, and it features the Life Module and the Drive Module. The Life Module is the i3's pillar-less passenger cell, which is the first mass-produced monocoque made of carbon fiber reinforced plastic (CFRP). The tougher-than-steel material is also 30-percent lighter than aluminum, which contributes to the i3's relatively light weight of 2,700 pounds (preliminary US figure) and, in turn, increases its energy efficiency. Expect more of this technology to find its way into future BMWs.
The Drive Module, a 100-percent aluminum chassis mounted under the Life Module, houses everything that makes the i3 go. It includes the 22-kilowatt, 450-pound lithium ion battery mounted as centrally as possible, and provides power to a rear-mounted electric motor that turns the rear wheels. With 170 horsepower and 184 pound-feet of torque from zero rpm, the single-gear i3 can accelerate from 0-30 miles per hour in 3.5 seconds and 0-60 mph in about 7.0 seconds, but it has a top speed of only 93 mph. BMW says the i3 has a real-world EV range of 80-100 miles, and the standard charger can fill the battery in three hours. Opt for the SAE DC Combo Fast Charger and 30 minutes is all it takes for a full charge; 20 minutes will bump the battery to 80 percent. For customers who have range anxiety, BMW gives them the option to install a 34-hp, 650cc two-cylinder generator as a range extender for the electric drive system.

Audi investing $30.3 billion through 2018 for product expansion

How does Audi plan to reach two million units in annual sales and pay for the 11 new models it's adding to its lineup - an expansion that may include models named SQ2, Q9 and F-Tron? By increasing its investment to 22 billion euros ($30.3 billion US) between now and 2018. That figure represents an increase of about 500 million euros over the previously planned outlay, according to a report by Automotive News, and that could be due to Audi wishing to goad the momentum that pushed it to 1.5 million annual sales two years ahead of schedule.
It's also about staving off the challenges from BMW and Mercedes-Benz. Now that BMW has been able to turn some of its attention away from its "i" series of Megacity cars, it will reportedly spend more than planned in 2014 as it continues the rollout of ten all-new vehicles and 15 new-generation vehicles through the end of next year. Mercedes, having been dropped to third in the sales race, is preparing to add 13 new cars over the next six years.
Audi's money is going into technology, into product like the next-generation TT and the Q1 and production expansions and upgrades all over the world. The expenditure represents just under a fourth of Volkswagen's 84.2 billion-euro ($115.7 US) outlay devoted to taking the number-one global automaker title away from General Motors and Toyota by 2018.