BMW has unveiled a phenomenal marketing stunt in New York City, which turns every car on the road into a new i3 or an i8.
Well, not literally, of course... but it's still nothing short of mind-blowing.
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BMW has created a digital window at 42nd Street and 6th Avenue which captures passing cars through motion detection technology and a series of cameras to instantly reflect them back as the manufacturer's electric and plug-in hybrid cars.
Called the BMW i window, it works in real time and calculates how much money motorists would save and the CO2 reductions made if all cars were electric.
BMW's range of i vehicles are expected to hit markets toward the end of the year. BMW is hoping to attract attention to its new all-electric i3 and i8 plug-in hybrid, both of which signify a whole new direction for the manufacturer.
The BMW i8 concept looks sporty and has an impressive electric motor complemented by an internal combustion engine which can achieve an estimate 87mpg. It's also estimated that the car can go from 0-60 in less than five seconds.
The i3 concept coupe will be BMW's first Series-produced electric car, and can reach an estimated 100 miles per charge. A range extender will also be available on the i3.
BMW's whole i philosophy also looks to use natural, sustainable and renewable raw materials in the cars' construction. 25 per cent of the plastics used in the i3's interior, for instance, and 25 per cent of its exterior thermoplastics came from renewable sources.
BMW also insists that at some stage in 2013, i production in Leipzig will be powered exclusively by clean energy with 100 per cent of the plant's electricity coming from regenerative sources.
Written by John Meadowcroft.