By Lee Ji-yoon

BMW’s first full-electric model, the i3, made its debut at a low-profile launching event in Seoul on Thursday.

As the whole nation was still engulfed in a deep sense of grief over the deadly sinking of the ferry Sewol, the carmaker decided to hold a modest event for one of its most important launches this year.

“If it were a luxury vehicle like the 7 Series, we would not have hesitated to cancel the event,” said BMW Korea’s chief executive Kim Hyo-joon, with a yellow ribbon pinned to his jacket breast in respect for the ferry victims and their families. 

He stressed that the company decided to go ahead as the i3 is not just a new addition to the BMW lineup, but “a fundamental solution” to the fast urbanization of major cities.

The BMW i3 is the first battery-powered model under the carmaker’s new i Series brand. The emission-free vehicle also boasts distinctive futuristic styling and the driving agility of the BMW family.

Another key characteristic of the i3 is the separation of the so-called Life module (the carbon fiber-built passenger compartment) from the Drive module (the aluminum drive train and battery compartment).

The use of lightweight materials like carbon fiber and aluminum compensate for the extra weight of the battery.

The car comes equipped with an 18.8-kilowatt-hour battery pack that is solely supplied by Korea’s Samsung SDI. Its driving range is 132 kilometers on a single charge.

It churns out 170 horsepower and a torque of 25.5 kilogram-meters and accelerates from 0 to 100 kilometers per hour in 7.2 seconds, one of the fastest battery powered-vehicles on the market.

Two higher trims ― the BMW i3 Sol and Vis ― are priced at 64 million won and 69 million won ($61,000 and $67,000), respectively, while the base model, the 58 million won Lux, will hit the market later this year. In Europe, the car is priced from about 52 million won.

“Considering the high-end features of the base Lux model such as cruise control and navigation systems, the Korean pricing is competitive even compared to that in Europe,” said Kim.

Amid the soaring demand for the hot hatch globally, the Korean unit has secured an initial batch of 250 vehicles this year, of which 30 have already been sold on Jejudo Island.

BMW Korea aims to double its car sales to 500 vehicles next year, according to Kim.

(jylee@heraldcorp.com)