In an interview last week with Automotive News, Stefan Krause, BMW's board member for sales and marketing indicated that the Bavarian automaker might be in a quandary about going from blue to green.

Indications are that the new U.S. fuel economy standards are squeezing BMW to act and that it might create a fourth brand to sell ecologically friendly cars.

But it must do so without distorting the images of its existing three brands, BMW, Rolls-Royce and Mini.

A new green brand could include front-drive cars and crossovers that would not easily mix and mingle with the BMW brand's rear-drive lineup. Despite its fuel cell research and lineup of sophisticated diesel engines, the company has concluded that the BMW brand should not be stretched too far.

"We cannot take the blue out of BMW and change it to green," said Krause. "Maybe we could add a fourth brand."

Some of the options that BMW might explore -

Add to the Mini line-up. Big risk here of diluting the Mini line with to many models to choose from.

Buy another brand. Likely candidates like Saab and Volvo would not be a good fit. Just like BMW, such acquisitions would have to start from scratch to paint something on a green canvas.

Bring back an old British goodie. BMW owns the naming rights to Riley and Triumph. BMW has resisted, but this could be an option.

All in all, BMW is mean and blue not green. Although American fuel standards are tightening and green is in, look for BMW to pursue, but not aggressively fight for a green alternative.