BBC News – Technology dominates the Los Angeles motor show
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.”
“California is committed to sustainable mobility,” agrees Mr Jacob. “And so are we.”
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.
Posted on December 3, 2012, in Article and tagged Automotive industry, BBC News, California, European Union, Hollywood, LA Auto Show, Los Angeles, United States. Bookmark the permalink. Leave a comment.