03 Aug '12, 1pm

Will BMW’s Solar-Wind Package Tap a New Target Car Market?: BMW is launching its all-electric ActiveE vehicle

Will BMW’s Solar-Wind Package Tap a New Target Car Market?: BMW is launching its all-electric ActiveE vehicle

BMW is launching its all-electric ActiveE vehicle with a lease program for 700 dedicated customers. The pitch for the upscale car is that it's “100 percent electric and 100 percent BMW.” The rollout is basically “a field trial ” of the U.S. electric vehicle (EV) marketplace for BMW, according to Green Mountain Energy Vice President Scott Martin. The ActiveE is not for sale. Only a two-year lease is available. BMW used a similar, 600-driver field test for its Mini E electric car. Feedback from that program informed preparations for the ActiveE rollout. This trial is aimed at what BMW calls “Electronauts” and will be limited to Los Angeles, San Diego, San Francisco, Sacramento, New York, Boston, and the state of Connecticut, where EVs are popular. “BMW electric vehicle drivers,” Martin said, “are affluent, mostly urban individuals who put a high value on social responsibilit...

Full article: http://www.greentechmedia.com/articles/read/will-bmws-sol...

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