BMW is branding plug-in hybrid versions of its mainstream nameplates as iPerformance to highlight the link to the electric technology developed by its i subbrand. BMW has said that iPerformance models will benefit from existing i subbrand technologies including electric motors, battery cells and electronic control systems.
Visibly, the new cars will carry a BMW i logo on the front side panel, BMW i-style blue elements in the kidney grille and wheel hubs, and an eDrive logo on the C-pillar.
The first cars to get the new badging will be the BMW 7-, 3- and 2-series models, that will begin rolling out in Europe in July.
U.S. sales will begin with the 330e iPerformance, which debuted at last year’s Frankfurt auto show. It will be followed by the 740Le iPerformance, which debuted at last month’s Geneva auto show. The X5 xDrive40e plug-in hybrid, which is already on sale, will also be rebranded as the automaker rolls out the iPerformance badge to every model line in the next few years. The iPerformance branding will become even more significant as BMW funnels use of more sustainable materials into its volume vehicles.
