Reluctant to betray the hard-won identities of its three automotive brands, Germany's BMW Group is reportedly contemplating the addition of a fourth nameplate — joining BMW, Rolls-Royce, and Mini — focused exclusively on the development and marketing of eco-friendly vehicles.
Despite a very prolific Efficient Dynamics program that has produced such concept vehicles as the Hydrogen 7 sedan and the recent X5-based twin-turbo diesel hybrid concept, BMW brand's Ultimate Driving Machine tagline doesn't leave a lot of room for serious fuel-sippers. Ditto Rolls-Royce, despite persistent rumors of a smaller, diesel-powered model in the venerable marque's future. Even Mini, with its stable of diminutive models, stands to see its fun-to-drive allure diminished by, say, an pure electric city car or a maximum-mpg mini-hybrid such as the Smart ForTwo Micro Hybrid Drive.
So the company has initiated "Project I." The undertaking, which may evolve into a stand-alone, green-focused brand within seven years, is charged with examining a range of technological options for environmentally friendly powertrain systems. The I in "Project I" reportedly stands for Innovation, but Isetta seems a whole lot more likely.
The Isetta was a bubble car of Italian origin (pictured above, in triplicate), eventually acquired and built by BMW between 1955 and 1962. Besides enjoying surprising popularity in its day, the tiny car, with its teardrop shape and unique front-end door, has risen to cult status in the decades since. It's an ideal nameplate for BMW's green efforts.
Source: Pistonheads.com
Photo courtesy of BMW.
