Super Bowl XLIX: BMW Reveals "Newfangled Idea"
With the Super Bowl Sunday just a few days away, a number of carmakers decided to jump on the commercial-running bandwagon, with BMW returning from a four-year hiatus in a pretty big way and showing its amusing "Newfangled Idea" spot. The 60-second commercial was made to market the BMW i3 and will air during the first quarter of NBC’s broadcast of Super Bowl XLIX on Sunday, February 1.
Featuring Katie Couric and Bryant Gumbel in their first-ever commercial together, the spot is actually split in half, with the first part showing a segment from 1994 of the two TV presenters trying to explain what the Internet actually is. Fast-forward 21 years to 2015, Katie Couric and Bryant Gumpel are shown driving in an all-electric BMW i3, whose level of technology and the way it is manufactured seems to confuse the two in a similar way. "In 1994, people had not yet grasped what the internet was, which is similar to how electric mobility is viewed today," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Electric mobility is at a tipping point. We are on the verge of something great and we hope that with this spot, we can educate audiences about the BMW i3 and e-mobility in a fun and engaging way."
With the deflate-gate-marred New England Patriots battling the Seattle Seahawks and millions of Americans watching, Super Bowl Sunday will obviously be a pretty good time for BMW to showcase the i3 to a larger audience. The 2015 BMW i3 starts at $42,400 MSRP, is powered by an electric motor with 170 horsepower, and offers an EPA-rated range of up to 81 miles per charge,.
Click past the jump to read more about the BMW i3.
Why it matters
Even though electric cars are far from making any waves in terms of market share, BMW bet on the future when unveiling the i3, especially since the model also has a version fitted with a range-extending, internal-combustion engine. Sporting a pretty radical design and offering just enough electric range to actually be considered a daily driver, the i3 is constructed from a whole lot of carbon-fiber-reinforced plastic (CFRP) in order to keep its weight down and is equipped with a more than decent amount of comfort features. This hasn’t helped it much in terms of sales though, with under 20,000 units having been sold globally since the i3 was launched in early 2014. In other words, maybe the Super Bowl commercial will help it reach more people, at least in the United States.