BMW is apparently shifting its focus in promoting the i3 from the car’s eco-friendly character to the driving experience it brings to the table. Since the Germans are claiming that this EV is driving like a proper car, they might very well do so.
That’s why they launched a brand new platform that allows users to take a joy ride in the i3 alongside other drivers from around the world, to see their reaction to the instantaneous torque provided by the electric motor fitted on the rear axle of the car.
Since, according to BMW, the videos weren’t staged in any way the reactions should be genuine and untampered with. If that’s true, then the i3 is quite an amazing machine, judging solely by the way people responded to it in the video below.
“We realised right away, after the first test-drives, that we should utilise the excitement of BMW i3 test-drivers for a really authentic and unique form of communication,” explained Dr. Steven Althaus, head of BMW Brand Management and Marketing Services BMW Group.
“The online campaign networks reality and marketing and provides an honest insight into the BMW i3 driving experience,” he added.
The scenes were filmed in Berlin, London and Madrid and 107 people in total got to enjoy the new i3. Over 30 hours of film were recorded, only the best reactions making it to the online platform, of course.
If you wanted to be amongst the people that got to experience the i3 hands-on, don’t be disappointed. More test drives are scheduled to take place in Paris, Amsterdam and Oslo later on this year.
In case you don’t live in these 3 European capitals either, fear not as you can enjoy the i3 online, on its dedicated microsite, where you can change drivers, modify the camera angle or skip to the next team, making it a complete virtual test-drive.
Oh, and Josh Hartnett’s also in the video below. Check out his first reaction!
Google News