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Gus Van Sant casts the BMW i8 in soft light

BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the i3, but sell the idea with the i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like Good Will Hunting, Milk and Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from Resurrection), Sting's daughter Mickey Sumner (Sophie from Frances Ha) and Michael Pitt (Jimmy from Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of videos below.

2014 BMW M6 Gran Coupe

Is This A Great Idea For An M Model?
The BMW 6 Series Gran Coupe is already an issue of large debate. The essential business case for the car is that it's more distinctive than a straight 5 or 6 Series, and has much of the sense of space and luxury of a 7 Series. It has the wheelbase of a 5 Series, the relative width of a 6 Series, and an exterior length close to the standard wheelbase 7 Series. And, as we reported in our drive of the 640i Gran Coupe in May 2012, the 6 Series Gran Coupe costs pretty much the same as the 7 Series, engine trim for engine trim. The sedan (coupe?) is therefore a proposal clearly meant for an extremely particular clientele. There's no news yet on how well exactly the 6 Series Gran Coupe is selling in its chief markets, but we are curious. The Germans frequently tend not to break out their sales figures that way, mixing sales of the Gran Coupe in with the two-door 6 Series.
And, so, we have now arrived at the inevitable point where the M version must be introduced. Say howdy to the $113,000 2014 BMW M6 Gran Coupe (actually $115,195 for starters with all of the taxes added). That's $4,650 more than the also highly priced M6 coupe. Let the vehement debates begin. The upcoming 2014 Audi RS7 should be priced right at this level as well, and the Mercedes-Benz CLS63 AMG (perhaps with an S iteration in the next allotment we get Stateside) should go for roughly the same.

2014 BMW 328i xDrive Gran Turismo

"The Ultimate Driving Machine" has been BMW's tagline for nearly 40 years. Launched in the 1970s, the marketing campaign was a stroke of genius by ad firm Ammirati & Puris, as the phrase helped differentiate the imported Bavarian cars from their fellow European rivals by subtly pointing out that Mercedes-Benz and Audi were offering luxury models, while BMW was selling sporty and youthful driving dynamics. The campaign worked - some would argue that stands among the most effective ad campaigns ever - and countless Baby Boomers embraced the brand's fun-to-drive image by taking delivery of the company's new models.
BMW still boasts that its vehicles are "The Ultimate Driving Machine" four decades later, but the brand is very different today. It offered just a few model lines in the mid-1970s, and only a handful of vehicles within. In 2014, the automaker offers an exhaustive range comprised of nearly a dozen lines with almost 50 different models. To survive and thrive, BMW has decided it must massively broaden its appeal.
One of the latest arrivals to BMW's ever-growing stable is the 2014 3 Series Gran Turismo. The five-door hatchback is best thought of as a smaller version of the company's 5 Series Gran Turismo built on stretched 3 Series platform that, in the case of this test car, shares the running gear of the 328i xDrive sedan. On paper, the five-passenger vehicle checks all the proper boxes with regards to performance, utility and economy. But does this family-focused 3 Series still deliver driving dynamics that qualify it for the title of Ultimate Driving Machine?