German automaker, BMW, launched a new sub brand called BMW i at the company's Welt building on Saturday.

With the launch of the new section, the company is venturing into new territories focusing mainly on communications. A new website was also developed to demonstrate the visionary and sustainable approach of the new brand.

Apart from the basic service range, BMW i will also offer services through corporate partnerships and strategic investments.

To support its efforts in this area, it has founded a venture capital company called BMW i Ventures. This will help the new sub-brand expand its product portfolio over the longer term through investments in highly innovative service providers.

The first company in which BMW i Ventures holds a stake is My City Way, whose mobile information portal is available as a smartphone app.

The BMW i website will also pick up public debates around the latest developments in urbanization, sustainability and mobility.

Teaser communications were developed to promote the launch of the new brand and the BMW Group buildings in Munich were illuminated with light and video installations.