Some say there are no moral victories and if you don't win, well, you just lose. I think that may apply to sports more than in other types of competitions, like say, the European Car Of The Year Award.

The BMW i3 finished 2nd to the Peugeot 308, and it was in fact by a substantial margin. However it is worthy of noting that the i3 did finish ahead of the Tesla Model S, which is largely considered the best electric car available. In fact, some automotive journalists say the Tesla Model S is flat out the best car available, electric or otherwise. So in this case, while I'm sure BMW had hoped to win the award, I think the consolation prize of finishing ahead of the Model S was definitely something they privately celebrated.

Autocar was the first to reveal the winner, getting the scoop on everybody. I'm actually here in Geneva now at the Geneva Motor Show covering it for InsideEVs and I didn't even know until I read what they posted! It seems Autocar may have in fact been surprised the i3 didn't win, and blamed the loss on the i3 and the Model S splitting the "electric vote". I'm not too sure I agree with there being an "electric vote" though, and the margin of victory was large enough to consider it a clear victory . However I really know very little about the voting process for this honor and perhaps Autocar knows something about this that I don't. Here is what they had to say about the results:

“Peugeot wins ECOTY ahead of BMW i3 and Tesla Model S, which clearly split the electric vote. No quarrel with the 308, which is a very well sorted example of its kind, but still feel it’s an opportunity missed to pass over a revolution like the i3 in favour of something so very conventional.”

Here's how the voting went:

Peugeot 308: 307 votes
BMW i3: 223 votes
Tesla Model S: 216 votes
Citroen C4 Picasso: 182 votes
Mazda 3: 180 votes
Skoda Octavia: 172 votes
Mercedes Benz S-Class: 170 votes

So while the i3 didn't take home the trophy, it's clear the voters were impressed with what the i3 brings. To finish ahead of the Model S is pretty incredible, because the Model S is really an incredible car in its own right. So even without a win, this bodes very well for the i3. This is definitely an example of a worthwhile moral victory if I've ever seen one. Now we'll see if the people agree with the results. So far the demand has been very strong for the i3, but will that continue once the original pent up demand subsides and production ramps up to full volume? That's the three billion dollar question that BMW is praying for.

The action around the i3 on the show floor was very good, as it was basically surrounded with journalists all day. I was a little surprised by this because the i3 isn't "new" to the auto show circuit. It may be just launching for the public but journalists have had access to it at many of the past auto shows and by now I would have expected the buzz to have subsided a bit. Perhaps there was renewed interest because of the 2014 European Car Of The Year competition.

Here are some more picture from Geneva: