Electrical models of brand iSetta wear a different design from any other models on the market. Thus, they can more easily differentiate from the competition. New brand of BMW Group prepares iSetta models with a radical design that will attract attention on customers of the brand.
For now, BMW executives have not determined if the new brand will fit iSetta below or above the Mini brand. Assignment to the market for a brand is very important, along with its indentity. Thus, iSetta customers might be attracted by the simple fact that the models are electric, while other clients may seek a radical design.
Designers and marketing directors of BMW group should establish certain criteria to follow which will develop their new brand – iSetta. Final decision in this sense will be taken in the next six months and the results will be seen next year.