BMW Fresno: i3 Launch

In February 2014, BMW Fresno needed to debut a vehicle unlike any other that the company has every produced: an all-electric model. The i3 officially launched in May 2014, but we acquired test models in late February to get a pulse on how the market would respond to the all-electric car.

Knowing that most television stations in Fresno County have a strict policy to not shoot at any dealerships, it was important I approached the topic carefully. After extensive research on the new vehicle and electric cars, I discovered that there are very large federal, state, and local tax incentives for purchasing electric vehicles, $13,000 in fact.

Six weeks before Tax Day, we reached out to the local Valley Air District, and teamed up with them to pitch a live shot idea on a local top-rated morning show to discuss tax incentives for going green – highlighting the i3.

The day before the weekend test-drive event, I procured six different live shots over a two-hour period with the vehicle in every single shot – including an on-air test drive. But our secondary goal was to bring the car to the place of business filled with employees that have the exact demographics suited for the i3. During the two-hour period, we had several employees coming to the parking lot to get a first look at the vehicle.

The event was a success. With 28 i3 test-drives in one weekend and positive feedback and interest from the attendees, the client decided to make the commitment and officially bring the i3 to Fresno in May with a soft launch event.