As the global automotive industry shifts toward electrification, BMW is responding in its own unique way—with a dedicated electric vehicle lineup under the "i Series" brand. This lineup, which includes models like the i3, i4, i5, and i7, is not merely about installing electric motors into combustion engine platforms, but rather represents a deliberate branding strategy to establish electric vehicles with their own identity.
Still, many consumers ask a very reasonable question:
“Isn’t the i5 just an electric version of the 5 Series? Then why not just call it the ‘5 Series EV’?”
This question cuts to the heart of the matter: Why has BMW chosen to implement a separate naming system for its EV lineup? This article explores the strategic rationale and meaning behind this decision.
The i Series Was Born to Establish a Distinct Identity
BMW launched the i brand back in 2013 with the debut of the original i3, its first purpose-built EV. With a carbon-fiber body, futuristic interior design, and a city-oriented concept, the i3 wasn’t just an extension of BMW’s traditional lineup—it was a testbed for new technologies and a bold new direction.
The i8, a plug-in hybrid released alongside the i3, also resembled a concept car more than a conventional vehicle. In this way, “i” became more than a designation of powertrain—it symbolized BMW’s broader vision for future mobility.
This philosophy has since expanded into models like the i4, i5, and i7, which share design elements with their combustion-engine counterparts, yet aim to carve out a distinct identity.
Why Isn’t the i5 Just Called the 5 Series EV?
The i5 shares many visual similarities with the G60 5 Series. Both are built on the same CLAR platform and feature nearly identical interior layouts. Yet BMW deliberately names it “i5” to distinguish it. Here's why:
- Creating a Standalone EV Brand Identity
If EVs appear as mere variants of existing models, their sense of innovation and future-readiness is diminished. The “i5” name signals to consumers that this is not just a repackaged 5 Series, but a future-focused vehicle designed with new intent. - Different Driving Experience Despite Shared Design
Even with shared platforms, EVs differ in ride quality, silence, charging infrastructure, and digital user experience. Without distinct naming, these differences may go unrecognized, causing confusion.
What Does Each i Series Model Represent?
The BMW i Series is not merely a one-to-one electric conversion of existing gasoline models. Each model reflects a tailored electrification strategy per segment. While numbers are retained from traditional naming conventions, each vehicle symbolizes BMW’s new benchmarks in the EV era.
i3: The Starting Point of BMW’s EV Philosophy
Debuting in 2013, the i3 was a radical experiment in innovation. With a CFRP body, dedicated aluminum chassis, and lightweight design optimized for EV range, it redefined what an urban electric vehicle could be. More than just a compact EV, the i3 embodied BMW’s vision of urban mobility. Though discontinued, the name will return with a new i3 based on the Neue Klasse platform, linking BMW’s electric past with its future.
i4: Bringing the Joy of Driving to EVs
Based on the 4 Series Gran Coupe (G26), the i4 is a mid-size premium electric sedan that competes with the Tesla Model 3 and Polestar 2. But BMW’s focus was not on specs alone—it emphasized steering feel, driving dynamics, and silence. The high-performance i4 M50 proves that driving pleasure can survive electrification. Ultimately, the i4 is a benchmark for preserving BMW’s brand essence in the EV market.
i5: Electrification at the Heart of the Sedan Segment
The i5, an electric counterpart to the G60 5 Series, is central to BMW’s EV strategy in the business sedan segment. While it looks nearly identical to its combustion sibling, its EV drivetrain, adaptive suspension, and digital infotainment clearly establish it as a different product. Models like the i5 eDrive40 and i5 M60 xDrive represent efficiency and performance, respectively—an inclusive approach for diverse consumer needs. The i5 embodies BMW’s dual-platform strategy during this transition era.
i7: Redefining Luxury in the Electric Age
As the electric version of the 7 Series (G70), the i7 stands at the pinnacle of BMW’s luxury ambitions. Competing with the Mercedes EQS and Audi A8 e-tron, it offers exceptional comfort, silence, and technical refinement. Features like the 31.3-inch BMW Theatre Screen, advanced driver assistance, and dual-motor performance show BMW’s intent to redefine flagship luxury through electrification. The i7 is not just about switching powertrains—it’s BMW’s declaration of how it envisions luxury in the future.
How Are Competitors Handling This?
- Mercedes-Benz launched the EQ series (EQE, EQS), but plans to phase out the EQ branding and return to its original naming scheme after 2025.
- Audi uses suffixes like “e-tron” (e.g., A6 e-tron, Q6 e-tron) to indicate electrification.
- Hyundai runs a separate IONIQ brand to create a unique EV world.
BMW, by maintaining its “i Series” as a standalone structure while using familiar numeric names, is balancing brand tradition with its future EV strategy.
Is There Confusion Among Consumers?
Yes. Many consumers still perceive the i5 and 5 Series as essentially the same car due to their similar appearance and interior UX. This raises questions: Why different names for similar-looking cars?
Additionally, the original i3 and the upcoming Neue Klasse-based i3 are vastly different in character despite sharing a name. When models with the same name differ so much, confusion is inevitable.
The problem intensifies during the purchase process. Imagine a customer comparing the i5 and 520i at a dealership—both look alike, but one’s electric and the other isn’t. If the salesperson can’t clearly explain the difference, the customer might ask, “Aren’t these the same?” or “Is this just a rebadge?”
Blurring the line between models could undermine brand trust. While “i Series = EV” is broadly understood, inconsistencies in platform or technology within the lineup could prompt doubts like: “Has BMW really established a solid EV identity?”
If BMW continues to operate two platforms (CLAR and Neue Klasse) without consistently communicating the “i Series” message, consumers may hesitate—not due to technology, but due to confusion.
Conclusion: The i Series Is BMW’s Strategic EV Positioning
BMW isn’t just electrifying existing models—it’s building a distinct brand identity and engineering philosophy for its EVs through the i Series. While this may cause short-term confusion, in the long term, it reflects a strategic effort to secure a unique place in the EV market.
The “i” moniker symbolizes BMW’s definition of the future and its emotional design DNA in the electric age. Confusion may be inevitable—but it’s part of the transformation.
Next Up: Does a Different Name Mean a Different Structure?
The “i5” isn’t just a renamed 5 Series. BMW is pursuing a dual-platform strategy in its i Series lineup. In the next installment, we’ll examine the implications of this approach, focusing on CLAR vs. Neue Klasse, and how it affects production efficiency and customer perception.
[BMW Electric Strategy Series #2 – “Why Does BMW Maintain Two Platforms?”]
Coming soon.
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