One look at the BMW i3 and you'll know this is not your typical BMW.
True, the German automaker's first full fledged mass market all-electric car has many of the signature cues of a BMW including the kidney bean front grills, the square corners and the rear pillars.
Still, when CEO Norbert Reithofer officially unveils the i3 production model in New York City Monday morning, there will be some who look at the "megacity vehicle" and wonder if BMW has chosen the right approach when it comes to the electric car.
The i3 is unique, there's no doubt about that.
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And for the price BMW will charge, $41,350 before federal and state tax credits, the German automaker is counting on those unique features to win over electric car buyers around the world.
"When it sits in a showroom, the i3 will look every bit as premium as other BMW models," said Eric Noble, CEO of the Car Lab, and an automotive design and consulting firm in Southern California.
i3 Targeting City Dwellers
The i3 is squarely aimed at growing urban markets around the world. It is a compact car, with the utility and functionality that are designed to win over those who live in cities.
For example, the car does not have a transmission tunnel which allows the driver to slide from one side to the other after parking on a city street and exit through the passenger door.
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It has the exterior length and footprint of BMW's compact 1 Series car and a very tight turning radius which the automaker touts as ideal for city driving.
But the most intriguing feature is the lack of pillars in the frame between the front and back seats. As a result the back doors open "coach style" making it easier to get in or out of the back seats.
All of these features are packaged in a lightweight carbon fiber skin.
Competing against the Volt, Leaf, Model S
Any time a new electric vehicle comes out it will be compared to the three most prominent electric cars on the market, the Nissan (Tokyo Stock Exchange: 7201.T-JP) LEAF, Chevy Volt, and Tesla (TSLA) Model S. In reality, the i3 is different from each of those models and is targeting slightly different customers.
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The Nissan LEAF, which has finally started selling in greater numbers is more of an entry level electric car with a price point almost $20,000 below the i3.
The Chevy Volt is closer in price to the i3 but it is a true sedan, while the BMW electric car is more of a compact car with a smaller footprint.
The Tesla Model S is a pure luxury car. Yes, it's also an electric car, but the person buying a Model S is spending at least $60,000 (and often much more) to sit in luxury with a driving experience far different than what they'll get with the BMW i3.
Not your Typical BMW
Perhaps the biggest question BMW dealers will face when the i3 rolls into showrooms is why the electric car is not a carbon copy of the 3, 5, or 7 series. The German automaker decided to take a bold step and build a car that has BMW styling cues, while also making a strong statement.
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"Is the i3 gonna work?" asked Noble. "I think it will. This car will be an enhancement of BMW's image."
Noble pointed out that BMW had a long history of pushing new designs further than many are comfortable with right off the bat. Remember critics howling when BMW design chief Chris Bangle re-styled the 7 Series and many called the rear end of the car "Bangle butt"? Years later, those critics have been silenced and the rear of BMW sedans is a signature styling cue for the luxury brand.
"Does the i3 fit the BMW brand image? That's not the question people should be asking," said Noble. "The question is whether this car will expand the brand? I think it will. It certainly doesn't degrade it."
Questions? Comments? BehindTheWheel@cnbc.com.
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