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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 to unveil X4 in March

It's been about half a year since BMW unveiled the X4 concept in Shanghai. But if you've been waiting for news on when it will reach production, the latest intel indicates it'll be announced next March.
Just when in March? That's the strange part. Inautonews reports having been told by BMW that the new X4 will be announced on March 14. So, the Geneva Motor Show, then? Not quite: although that show will still be going on then, the doors open to journalists like us on March 4, not 14. So either someone has got some details mixed up, or BMW - for some reason - is planning on waiting until after Geneva to reveal the production X4.
Whenever it does, we'll be looking at a slantback version of the X3, much like BMW did with the X5 and X6, giving Bavaria a rival to the Range Rover Evoque and Porsche Macan.

Foreign automakers pay from $38 to $65 per hour to non-union workers

As leaders for the United Auto Workers gather in Detroit for their Special Convention on Collective Bargaining to work out the negotiating stance for this year's new labor agreements with the Detroit 3 automakers, what they most want to do is figure out how to eliminate the two-tier wage scale. However, the lower Tier 2 wage has allowed the domestic automakers to reduce their labor costs, hire more workers, and compete better with their import competition. As it stands, per-hour labor rates including benefits are $58 at General Motors, $57 at Ford, and $48 at Fiat-Chrysler – a reflection of FCA's much greater number of Tier 2 workers. The Center for Automotive Research released a study of labor rates (including benefits) that put numbers to what the imports pay: Mercedes-Benz pays the most, at an average of $65 per hour, Volkswagen pays the least, at $38 per hour, and BMW is just a hair above that at $39 per hour. Among the Detroit competitors, Honda workers earn an average of $49 per hour, at Toyota it's $48 per hour, Nissan is $42 per hour, and Hyundai-Kia pays $41 per hour. The lower import wages are aided by their greater use of temporary workers compared to the domestics. Automotive News says the ten-dollar gap between those foreign camakers and the domestics turns out to about an extra $250 per car in labor, which adds up quickly when you're pumping out many millions of cars. That $250-per-car number is one that, come negotiating time, the Detroit 3 will want to reduce, as the UAW is trying to raise both Tier 1 and Tier 2 wages. Another wrinkle is that the domestic carmakers are considering the wide adoption of a third wage level lower than Tier 2. Some workers who do minor tasks like assembling parts trays kits and battery packs already make less than Tier 2, but the UAW will be quite wary about cementing yet another wage scale at the bottom of the system while it's trying to fight a bigger battle at the top. News Source: Automotive News - sub. req., BloombergImage Credit: AP Photo/Erik Schelzig Earnings/Financials UAW/Unions BMW Chevrolet Fiat Ford GM Honda Hyundai Kia Mercedes-Benz Nissan Toyota Volkswagen labor wages collective bargaining labor costs