The BMW i3 electric car will cost significantly more than opposition such as the Nissan Leaf and Vauxhall Ampera when it goes on sale next year, according to the company's sales and marketing boss, Ian Robertson.
'We are a premium brand and we will be bringing it to market at a premium price,' he said.
Industry speculation is that the i3 could cost around 35,000, after the 5000 Government grant for zero-emission cars.
It will be available as both a purely battery-powered car and a Vauxhall Ampera-style range-extender with a three-cylinder petrol engine to provide electric power.
Robertson was also keen to point out that BMW will have a technical advantage over rivals. Both the i3 hatch and i8 plug-in hybrid sports car are built from carbonfibre, which saves weight, but is considerably more expensive then conventional steel and aluminium.
He also revealed that buyers can expect to see more future BMWs using the companys carbon-fibre tech to save weight.
'It has a role to play for both body panels and chassis parts,' Robertson said.