DETROIT -- It's a new chapter in the history of BMW.

That's how Ian Robertson, who represents BMW's sales and marketing organization on the automaker's board of management, describes the BMW Concept 4 Series at the worldwide premiere of the vehicle at 2013 North America International Auto Show.

But the concept, as impressive as the vehicle is, represents only one of three major announcements by BMW at the NAIAS.

Leading up to the worldwide reveal of the concept, the automaker said it would bring the mobility of tomorrow onto the roads with the world's first purpose-designed all-electric vehicle: the BMW i3.

BMW also announced another in a series of M-badge vehicles: M6 Gran Coupe, which Robertson says "is made to move."

"The M6 Gran Coupe is equal parts breathtaking performance, sophisticated technologies, and luxurious driving experience."

BMW is helping to "reinvent how electric vehicles can be made" (in the words of Herbert Diess, head of development for BMW), through the use of carbon fiber made by partner SGL Carbon. That company is located in Washington state, the largest producer of hydro-electric power in the United States.

The biggest announcement remains the Concept 4 Series, an effort to make a vehicle that "stands above all others in its class," Robertson said.

"It brings with it new interpretations of BMW's iconic design language," said Robertson, who referred to the vehicle's "athletic stance as setting the car in motion before you ever step on the gas pedal."

The next Z4 also made its world premiere unveiling at the 2013 NAIAS.