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New Trends In EV Marketing: BMW Recruits "Adventurers And Explorers" As Core EV Customers; Will Convert Them Into Green Lab Rats
Do you live in the Boston, Hartford, New York, Los Angeles, Sacramento, San Diego, or San Francisco MSA (Metropolitan Statistical Area)? Do you see yourself as an adventurer and explorer? In that case, BMW wants to talk to you. BMW has pegged adventurers and explorers as "front-runners of innovation and advocates for sustainability." These are the people BMW wants to "recruit" for a "field trial" of its Active E electric vehicles.
It will be a transformative experience. You will be turned into a green lab rat.
If you are amongst the 700 "Electronauts" chosen by BMW , the Munich-based company will allow you to lease its BMW ActiveE for $499 per month for 24 months with a down payment of $2,250. You can start the recruitment process at www.bmwusa.com/ActiveE.
But that's not all. According to a BMW press release, you also must agree to provide "car- and driver-generated data and anecdotal feedback" which "will be collected by BMW to deepen its knowledge about the everyday use of EVs and to provide actionable insights into electric mobility in urban environments."
Don't do anything embarrassing in the Active E car, because "once the field trial commences, information collected from the Electronauts will be made available for all EV enthusiasts and media at www.BMWActivateTheFuture.com."
As a test specimen, you can be proud that
"the learnings from the field trial will provide direct insight into electric mobility in advance of series production of BMW's first purpose-built, mass-produced electric vehicles, the BMW i3 in 2013 and the i8 in 2014. Concepts of the i3 and i8, the first two vehicles from the new BMW i brand, made their official North American debut at the Los Angeles Auto Show on November 16 and 17, 2011."
Don't think that BMW gives their car just to any adventurer and explorer. BMW says that
"prospective lessees will complete a charging station consultation with BMW partner AeroVironment. The purpose of the consultation is to ensure that prospective Electronaut's homes are capable of supporting an AeroVironment charging station and participants fully understand all aspects of maintaining and charging an electric vehicle before signing a lease. Once the consultation is completed, the prospect's information will be forwarded to their selected BMW ActiveE center to finish the lease process."
Scary, no? Driving an EV with the charge indicator on empty is a high stress environment. BMW must be sure that you have the right stuff. You'll understand.
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