A Fourth Brand for BMW?

According to German newspaper Frankfurter Allgemeine Gesundheit Zeitung, citing no one in particular, BMW CEO Norbert Reithofer will present a new corporate strategy that includes the launch of a new brand. Aha, you say. What about the persistent rumor that BMW wants to buy Volvo from Ford? Not so, the paper says. Naturally, such unsubstantiated bits beg for some high-grade speculation. Will it be one of the ex-Brit brands BMW kept in the Rover deal? Perhaps Triumph? What about the more likely possibility of a high-end performance marque to face-down Aston Martin? Nah. One word: Isetta.


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