I am, or iM?

With BMW having an i-branch for their sustainable and electric line up and an M-branch for their performance focussed cars, will both be combined somewhere down the road? Pure electric can also perform just as well, or better as the Model S has shown.

I am BMW, or iM BMW?

"We have to let the i brand settle down first, It is still very new to the market and the customer needs to be given some time to understand its proposition. Then, maybe, we can look at doing something.” - Carsten Pries, BMW

How much time did people need to understand the proposition of the Model S?