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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.

BMW planning plug-in hybrid versions of core models

To the casual observer, there's a sort of schism in the world of fuel sipping. The Japanese, Koreans and Americans have embraced electrification by way of hybrid powertrains, while our German friends lean towards diesel technology. BMW is actively pushing to change that impression, as it's announced that it will take a break from niche-busting MPVs and lifted, four-door coupes to produce plug-in hybrid versions of some of its "core-brand" models. This charge will be led by a 3 Series eDrive, whose innards are shown above, with BMW fitting a version of its turbocharged four-cylinder and an electric motor to its popular sedan. This, it should be noted, is quite a departure from the ActiveHybrid 3, which relies on a thirstier 3.0-liter, turbocharged six-cylinder. More specific details, such as the total system output, the electric range of the plug-in system or the amount of time it will take to charge, aren't yet available. BMW has, however, said the eDrive 3's systems are "directly based" on those used in the i3 and i8, and that includes larger components, like the lithium-ion battery and electric motor. "All BMW Group models benefit from BMW i. The fundamental technology involved in battery cells, electric motors and the power electronics will be used in our upcoming plug-in hybrid models," said BMW board member Herbert Diess. "When it comes to the electrification of the drivetrain, we are deliberately developing a wide-ranging expertise in order to offer our customers worldwide the ideal solution." BMW will unveil a prototype of the 3 Series eDrive in Miramas, France, although it's not clear when either it, or the X5 eDrive the company mentioned in its attached press release, will arrive to market. New generation of plug-in hybrid models Munich/Miramas. The BMW Group is preparing to follow up its innovative and revolutionary BMW i models with plug-in hybrid versions of the core-brand models. In Miramas, France, it will present a BMW 3 Series plug-in hybrid prototype and a new generation of hybrid vehicle concepts incorporating technology already used in BMW i models. Long term, the BMW Group is planning to offer plug-in hybrid versions of all its core-brand models. Herbert Diess, Member of the Board of Management BMW AG, Development, said: "All BMW Group models benefit from BMW i. The fundamental technology involved in battery cells, electric motors and the power electronics will be used in our upcoming plug-in hybrid models.

DC fast charging standard on 2015 BMW i3 EV

The BMW i3 is about to get a lot cooler. No, wait, a lot warmer. That's because there will a few new standard features in the i3 plug-in vehicles sold in the US, including seat heaters and satellite radio. Oh, and DC fast charging. The department head of BMW i USA, Jacob Harb, told BMW Blog that the company is, "now confident enough that in 2015 we will have the right infrastructure for DC fast charging, so it makes to include it standard in the MY2015." We can expect more details at the Detroit Auto Show in January and Harb told BMW Blog that, "you will be pleasantly surprised" by the announcement. There are a few other potential changes in store for the i3, including a configurable keyfob (like European i3 drivers get) and a heated steering wheel. It's unlikely that a sunroof or Lane Departure Warning will be offered, but Harb said BMW is always open to suggestions.