2018 BMW i3s: Look What You Made BMW Do

You hated the BMW i3. You mocked it. You called it ugly. Over-styled. Too expensive. You didn’t buy it. Now look at what you made BMW do. The old i3 is dead. The BMW i3s is the electric car of your bad dreams.

The 2018 BMW i3 is jettisoning its old image of being some bright, peppy, clean-lined gadget probably designed by BMW to lure the likes of tech companies like Apple, and all of the people who like that straight-laced, antiseptic image bullshit. That didn’t work out so well, so the new i3 is hotter, with a hotter trim called the i3s. It’s bad now. The marketable bad though, because underneath there’s still nothing really game-changing or exciting.

Really, the old i3 hasn’t gone anywhere as it’s only slightly changed its image, and the new i3s is slightly more powerful with 184 horsepower and 199 lb-ft of torque, but that’s hardly going to have the impact an ideal image pivot would make. It can hit 100 mph instead of just 93 mph now. All of these minor adjustments are just a quick attention grab to make some noise. This is still just a city-slicker, now dressed up to look marginally more tough.

When all is said and done, the i3 is still just an emotionally-detached, over-thought product desperately seeking attention. Its new style and slightly harder bite is interesting, but the fundamental issue with i3 is that its mass appeal will become increasingly more limited as newer, younger and better alternatives hit the market.


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