BMW begins the press release for the new fully electric i3 by calling the 3 Series “the essence” of the brand. I think that's right. It’s a nameplate that dates back over five decades, and it still defines what BMW is today, even as more buyers are abandoning low-slung sedans and snapping up big crossovers. So even though the iX3 SUV will likely be a more profitable venture than the i3, and perhaps more popular, I think the i3 is the far more important model for the future of the brand.
