By Kim Tae-gyu
Germany-based automaker BMW announced Tuesday that it will launch a new sub-brand, BMWi, to represent the company’s eco-friendly models including both electric and hybrid vehicles.
Under the so-called Megacity project, BMW plans to launch the high-performance BMW i3, which runs on electric power alone, and the BMW i8, a plug-in hybrid, beginning 2013.
The press release has drawn attention in Korea as industry watchers have constantly come up with the possibility that Hyundai Motor might file a trademark lawsuit against the BMW i.
The country’s foremost carmaker already markets a series of models that carry the “i” tag such as the i10, the i20 and the i30 that are popular in Europe and India.
Since its debut in late 2007, approximately 2 million i-something vehicles of Hyundai Motor have been sold and one of the best-selling markets is Germany, the home of BMW, where accumulated sales amount to 250,000.
In addition, Hyundai is poised to launch the i40 hatchback in Europe in the near future. The company is the world’s No. 5 automaker together with its sister firm Kia Motors.
When contacted, Hyundai Motor representatives refused to comment on the thorny issue but an insider familiar with the topic said that an intensive review will be carried out.
“The atmosphere is that we will not just sit idly by as BMW uses the brand with the letter ‘i,’ as similar brands have been adopted by us,’’ said the source who asked not to be named.
“I am not sure whether or not we will eventually take the case to court but we will look into it to decide on the potential legal battles. However, it is feared to take quite a long time because we need to factor in so many things before reaching a conclusion.’’
A BMW official said that there would be no problems since the outfit received the trademarks for the BMW i brand in the proper way as well as having checked the legal implications.
BMW reportedly filed registration for the trademarks i1, i2, i3, i4, i5, i6, i7, i8 and i9 with the German government in order to use the names for its small-sized city cars.
BMW is the leader among imported automobile brands in Korea. Defeating its fierce rival Mercedes-Benz, it remained ahead of the curve in terms of sales last year when those of global models rose significantly.