BMW unveiled its new all-electric Mini at the model's historic home in Oxford yesterday, marking 60 years of the car being built at the Cowley plant.

Oliver Zipse, the company's head of production at BMW and potential next chief executive, was there to mark the occasion, singing the praises of the all-electric car. "We are entering an era in which electric cars will become a normal choice for our customer," he said, pointing to facilities where the environmentally friendly cars will run down the same production lines as Minis with conventional engines.

David George, Mini UK director, said: "We believe the new Mini electric could be a tipping point for those who have been thinking about choosing an electric car, to take that step now. We aim to introduce a whole new group of drivers in the UK to the fun and cost savings of electric driving."

Production of the electric Mini – which starts at £24,400 after government subsidies – starts later this year with exports worldwide.

Oxford was selected to build the electric car two years ago, protecting the future of the plant's 4,500 staff, who produce almost two thirds of the 360,000 Minis sold annually.

"A new Mini comes off the line every 67 seconds, so the integration [of the production line] gives excellent production flexibility and allows supplies of the new model to be adjusted according to demand," said Peter Weber, managing director of the Oxford plant.