BBC News – Technology dominates the Los Angeles motor show

With its hillside pool, soft designer furniture and chillout music pumping from the speakers, the party in the Beverly Hills mansion is full of promise.

But the evening is not about rubbing shoulders with Hollywood celebrities.

Instead, the guest of honour is a car – one that has been designed to capture the mood of the moment.

“Our idea is to combine premium with sustainability,” says Benoit Jacob, head of design for BMW Group‘s new sub-brand “i”.

“We call it ‘next premium’. We believe that for premium in the future, sustainability will be vital.”

It is a message that resonates with Californians, who are already eager buyers of green technology, accounting for a third of all plug-in electric car sales and a quarter of petrol-electric hybrids.

“California is committed to sustainable mobility,” agrees Mr Jacob. “And so are we.”

Technology show

Californians buy about one in 10 cars sold in the US, so when automotive industry executives take in the view from Beverly Hills, what they see is a vast market for their products.

But the Golden State offers golden opportunities well beyond its borders. Consumers here are technology savvy, hungry for constant change, ready to push boundaries and widely seen as trend-setters by consumers across America, perhaps even the world.

via BBC News – Technology dominates the Los Angeles motor show.

Advertisements

Posted on December 3, 2012, in Article and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: