Photo/Snapshot at the Release Event

"It's almost entirely new in every dimension—yet more BMW than ever." With these words, Oliver Zipse, Chairman of the Board of Management of BMW AG, introduced the world premiere of the first Neue Klasse production vehicle, the BMW iX3, in Munich on September 5.

On the same day, BMW teased the China-exclusive version of the Neue Klasse BMW iX3, a model tailored specifically for Chinese customers. Though not yet fully unveiled, the car is scheduled to debut later this year and enter production in 2026.

According to BMW, the Neue Klasse is more than just a model line: it represents a comprehensive reinvention of design, technology, digital intelligence, and driving dynamics, laying the foundation for the brand's future. The innovations of Neue Klasse will be embedded across all BMW models, spanning multiple powertrains and market segments. By 2027, BMW plans to launch over 40 new vehicles worldwide, including 20 in China between 2026 and 2027.

"Every drivetrain variant in our lineup will benefit from the innovations of the Neue Klasse. The BMW iX3 is the first to go into production, representing not only the next generation of one of our most successful all-electric vehicles but also the dawn of a new BMW era," Zipse said.

A Design Language Rooted in Heritage, Aimed at the Future

Photo/Snapshot at the Release Event

Adrian van Hooydonk, Senior Vice President of BMW Group Design, described the Neue Klasse as a modern reinterpretation of BMW's core values. Drawing inspiration from the iconic BMW 1500 of the 1960s, the iX3 retains signature cues such as the kidney grille, "Angel Eyes" headlights, and Hofmeister kink, while adopting new, streamlined design language.

Its standout element—the integrated "Angel Wing" front light signature—differentiates the model from previous BMW SUVs. "The Neue Klasse design offers a timeless yet forward-looking style—but most importantly, it is unmistakably BMW," Hooydonk said.

In a previous exclusive interview with National Business Daily, Hooydonk noted that design evolution also reflects the demands of the electric and intelligent mobility era: "Future SUVs will feature vertical kidney grilles, while sedans will adopt horizontal ones. Both are more refined and minimalist, concealing sensors and lidar seamlessly. This ensures high recognizability while underlining intelligence and modernity."

Technology Breakthroughs: From 900km Range to "Four Super Brains"

Built on BMW's dedicated NCAR all-electric platform, the Neue Klasse iX3 debuts the sixth-generation eDrive system, large cylindrical battery cells, and an 800-volt high-voltage architecture. These advances enable the Chinese-market version to achieve over 900 kilometers of CLTC range and add 400 kilometers in just 10 minutes of fast charging.

Inside, four innovation pillars—3D head-up display, Panoramic View interface, Sensatec steering wheel, and central console—combine to create a "hands on the wheel, eyes on the road" experience. BMW's proprietary nano-coated HUD projects 4K-quality information directly onto the windshield, eliminating the need for a traditional instrument cluster.

At its core, the vehicle runs on a new electronic architecture with four high-performance central computers ("super brains"), covering infotainment, driving assistance, dynamics, and comfort systems. Together with high-speed wiring and OTA upgrade capability, this reduces cable length by 600 meters and lowers weight by 30%.

China-Exclusive Model: Designed, Developed, and Localized for Chinese Customers

Photo/Snapshot at the Release Event

Later this year, BMW will unveil the China-exclusive Neue Klasse BMW iX3, incorporating extensive customization for Chinese consumers. Key enhancements include:

Extended wheelbase (+100mm) for greater rear legroom.

China-developed rear seating with thicker and longer cushions.

The BMW Neue Klasse Operating System X, integrated with local digital ecosystems.

A co-developed AI-powered large language model with Alibaba, introducing intelligent assistants to the cockpit.

Advanced driver assistance co-developed with Momenta, optimized for China's road networks and traffic behaviors, covering highway and urban scenarios with point-to-point navigation.

BMW's Chinese R&D network—comprising four innovation hubs, three software companies, and its only non-German Skylab HMI research center—played a pivotal role in the development process. Battery partners CATL and EVE Energy have already begun trial production of large cylindrical cells at BMW's Shenyang base, ensuring Chinese customers will be among the first to benefit from next-gen range and charging performance.

"China is the decisive battleground in the global automotive technology race. Artificial intelligence has achieved broad adoption here, and we are co-creating with China's leading tech companies to integrate cutting-edge innovations seamlessly into our Neue Klasse models," Zipse emphasized.

With the Neue Klasse launch, BMW is not only redefining its product offensive but also deepening its collaboration with Chinese industry partners, ushering in a new chapter of its localization strategy.