The latest BMW advert in the UK for the new BMWi3 claims: "The new BMW i3, the world's first premium car to be truly born electric from the ground up." The Model S was launched in June 2012. It's a premium electric car, truly born electric from the ground up. The BMW claim is false and I've written and complained to the ASA (Advertising Standards Authority) in the UK. As the regulator they should deal with this but if Tesla are not aware of it they should be.