They invested $3.7B into this i Project, especially the i3, which actually took away from the money used from the other cars (maybe M division?). They are putting a lot of hope into this car.
Although it is not a BMW enthusiast's car, think of it as a daily driver, but with no charge for gas, and the feel of a BMW, rather than a typical Nissan Leaf. This is not marketed to us, but to other types. I really hope this works for BMW, because then they can start working on cars for us