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Gus Van Sant casts the BMW i8 in soft light

BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the i3, but sell the idea with the i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like Good Will Hunting, Milk and Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from Resurrection), Sting's daughter Mickey Sumner (Sophie from Frances Ha) and Michael Pitt (Jimmy from Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of videos below.

The 2017 Alpina B7 xDrive isn't as cool as the BMW M760i

Steve Ewing is good people, but when it comes to big BMWs, he talks nonsense. He argues, incorrectly, that the new Alpina B7 is somehow cooler than the new M760i. Here's why he's wrong. No surprise, but the bulk of the pro-M760i argument comes from under the hood. Yes, both cars produce 600 horsepower and 590 pound-feet of torque, but it's where the power comes from that really matters. The M760i's power is just much more accessible, with peak torque coming in at just 1,500 rpm, while the Alpina makes owners wait until 3,000 rpm for max twist (a fact Ewing glosses over). The V12 also offers up all 600 horsepower at 5,500 rpm, 250 rpm earlier. Sure, the Alpina is 0.3 seconds faster to 60 miles per hour – it does the deed in 3.6 seconds to the M760's 3.9 seconds – but it relies on a tweaked transmission setup to do it. Not only that, but big automakers like BMW are usually quite conservative about performance figures, so it's still a bit early to hand a medal to the aftermarket. Here's the other thing about the engines – Nigel Tufnel would prefer the M760i. See, the Alpina has a 4.4-liter, twin-turbo V8, but the M760i has a 6.6-liter, twin-turbo V12. To paraphrase Tufnel, "This one has a V12." We rest our case. Other changes between the two cars are largely in the eye of the beholder – we can talk about the transmission, suspension, and xDrive changes until we're blue in the face, but we simply don't have enough information about the two setups to make substantive arguments – some people might prefer the subtler styling of the M760i. We're not going to blame anyone for liking the more aggressive look of the Alpina, with its big, quad-tipped exhaust, meaty front splitter, or aggressive side sills. And those 21-inch Alpina wheels? Easily the coolest styling detail. You can get a closer look at them, and the Alpina's other changes, in our live gallery from the floor of the Geneva Motor Show. Related Video: Power, Dynamics and Luxury combined for class-leading performance and a superior driving experience – the all-new 2017 BMW ALPINA B7 xDrive. - Unique combination of high-performance drivetrain with 600 bHP and xDrive all-wheel drive system provide a 0-60 mph acceleration time of just 3.6 seconds. - Most advanced suspension and chassis technology with ALPINA calibration including for the first time Integral Active Steering for ultimate dynamics and comfort.

Senior VP Hildegard Wortmann says BMW's electric journey is just beginning

Anyone who questions BMW's effort or sincerity on electrified vehicles should have a chat with Hildegard Wortmann, the German automaker's senior vice president over product management for automobiles and aftersales. I was fortunate to do just that at the Detroit North American International Auto Show earlier this year. ABG: Where might BMW go with electrified vehicles beyond your i3 urban EV and i8 high-performance hybrid sports car? "That [regulatory] train has left the station" - Hildegard Wortmann HW: I think a big advantage is that we now have two bookends: BMW i [green] and BMW M [high performance]. We can use those bookends to foster the BMW brand in total. Are electrified vehicles the answer to CAFE and European regulations? Is that the future? We don't know, but that [regulatory] train has left the station. To achieve all of these regulations worldwide, there is no way to do it without electrification. That is why the activities of BMW i are not just to launch new products. They are our build-up in competence for learning and gaining experience in electrification. We will use those learnings for the total BMW brand. Technology-wise, we now have a really good understanding of what to do, what not to do, how to work with this and how to get a lot of learnings from the infrastructure and everything that goes with it. And depending on how quickly the market takes off, we can scale it and use it across the range. We will use the competence we will have in vehicle electrification for more than just BMW i. There will be other derivatives and electrification of other products. ABG: Do you see BMW offering pure EVs with larger batteries for greater range? HW: That's a big feature of the Tesla. The question is to find the best balance [of range vs. battery size, weight and cost]. On the i3, we tried to have the right balance between how much range customers need for daily driving and how much battery we put in there. The market will show us. We have over a million kilometers driven by consumers in the Mini E and ActiveE and a fairly good understanding that those people are not driving that much. Putting a really big battery with all that weight into a car that is meant for urban mobility does not make sense. ABG: What about extended-range EVs beyond the i3's optional small range extender engine? "This whole EV movement is in its very early stages." HW: This whole EV movement is in its very early stages.