No additional “i” model until BMW has a better idea of demand

Harald Krueger, BMW’s production chief, said the company will not add a third model to the “i” sub-brand until it has a better idea of demand.

Automotive News reports that the development of the “i” sub-brand was a huge gamble for BMW since it costs nearly $2.7 billion dollars already. There are more than 11,000 global orders for the i3 electric vehicle as of the moment so BMW is quite confident that they will get a good return of investment. But until that happens, the third model will remain on hold. “We need to see how demand for the cars develops,” Krueger said.

BMW has already trademarked the i1 through i9 names, but Krueger confirmed that they currently have no plans to add to the i3 and the i8 plug-in hybrid supercar.