We dive into the new thing. Can a well known brand do something new? Must the new thing stand alone? Must it have a new name, a new distribution model? We evaluate BMW's "i" initiative from both a strategic and tactical perspective. BMW, Ford and the other automakers have not a small number of new products and services, apart from traditional cars. Jobs to be done appears again, as Horace expresses his single pedal "serenity" in traffic. We close with a few quotes from Ford CEO Mark Fields.