PHOTO CAPTION: BMW Active-E is second generation electric car after Mini-E.

BMW Documentaries to Explore 'Future of Mobility'

Germany company plans to use Internet-based films to introduce people to its next generation electric car, the ActiveE

Published: 21-Jan-2011

Usually, when automakers introduce new models, they opt for a 30-second TV spot. But to promote its ActiveE electric car, BMW is employing online documentaries that run between 4 and 10 minutes instead.

The idea, says Rich Steinberg, manager of electric vehicle operations and strategy for BMW North America, is to reach thought leaders who might be interested in the topic and will want to share their thoughts about the model via social media. “Our intent was to get some people in the space to join us, to talk about their view of mobility and the future of cities,” says Steinberg.

That’s the topic of four films BMW plans to roll out next month. (The company launched a trailer promoting the films today.) The docs, created by ad agency Kirshenbaum Bond Senecal + Partners, feature such thought leaders as Blade Runner designer Syd Mead, Marissa Mayer, Google’s vice president of location services, and astronaut Buzz Aldrin, among others, talking about their view of mobility in the cities of the future.


BMW ActiveE electric car is based on Series 1 sedan.

With performance comparable to BMW 3 Series sedan, electric range will be up to 100 miles.

BMW 1-Series ActiveE

The 160 pure-electric BMW 1-Series ActiveEs and 40 MINI Es are part of run up to 2013 rollout of all-electric i-Series.


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