BMW’s partnership with Coachella is putting an interesting design spin on the i8 and i3. You won’t see these cars with hemp bug guards or charging crystals to re-align your chakras, but they will be wrapped in some groovy colors man!
So what’s really going on here? BMW’s goal is to present itself as a “sustainable, future-oriented brand”, and what better place to use buzz words like “sustainable” and “future oriented” then Coachella? They will be the exclusive transportation partner at the festival and will provide a VIP shuttle service & hospitality. VIP’s will be using the i3 & X5 40e while the i8 will be reserved for celebrity transportation only. If you’ve ever sat in the back of an i8 you’d know that there’s about as much legroom as a hamster cage, but maybe Tupac’s hologram will find it comfortable.