BMW MEGACity Car: A Brand Unto Itself?

BMW exec: We can grow in U.S. - Automotive News

"Robertson says BMW also sees a market in the United States for what it calls a megacity car, also known as Project i, being developed as an environmentally friendly urban vehicle...BMW is deciding whether the new urban vehicle will be sold under a new fourth brand, he says. The project was announced earlier this year at BMW's financial press conference, where it was disclosed the low-emissions small car could be electric. Hybrid and other powertrains are being examined "

The above is a quote from an Automotive News story talking about BMW's good fortune in the US market. The car could be interesting (not much on details yet), but if marketed under a forth brand (MINI, BMW, Rolls-Royce being the existing brands) would it be too much? Just as companies like GM deal with a glut of brands, other companies may be hatching new ones to take their place.

If the megacity car is truly an environmental maverick, then I think that the BMW brand is strong enough to sell it without damage to the brand's image. It's not like Project i is going to be another bobtail 318ti which bombed in this market and caused BMW to swear off econo-hatchbacks in America forever.