BMW’s CEO, Norbert Reithofer, announced that Dr. Friedrich Eichiner will head a new department, codenamed Project i, which will focus on designing minicars with advanced technology. Dr. Friedrich Eichiner unveiled the MINI e on the rooftop of the Beverly Wilshire the day before the start of the 2008 Los Angeles auto show

I spoke to Dr. Friedrich Eichiner at the unveiling of the first project i, the MINI e. The main focus of Project i will be to comply with strict emission requirements by creating advanced technology.

Eichiner hinted that there is a possibility that a fourth brand could be formed, but nothing only if an advanced technology didn’t fit in a Rolls-Royce, BMW or MINI.