BMW announces iPerformance brand name (Images)

Starting with the new 7 Series plug-in hybrid scheduled to go on display in Geneva in a few weeks, BMW plans to make every plug-in hybrid vehicle it sells part of a new brand known as iPerformance. The change is intended to emphasize the transfer of technology from the company’s “i” division to its conventional road cars.

Starting in July of this year, all iPerformance models will display a BMW i logo on the front side panel, BMW i-style blue elements in the kidney grille and wheel hubs, and an eDrive logo on the C-pillar.

There will be three versions of the 7 Series plug-in hybrid: the 740e iPerformance, 740Le iPerformance, and 740Le xDrive iPerformance.