German automaker BMW is stepping up its electric vehicle (EV) strategy, unveiling new software-driven technology and banking on its global brand strength to compete with Tesla and fast-rising Chinese rivals.
Speaking ahead of the Munich car show, BMW CEO Oliver Zipse introduced the iX3 SUV, the first production model under the company’s long-awaited Neue Klasse EV platform. The vehicle marks what he described as BMW’s “most important and biggest single investment ever.”
BMW launches iX3 as part of Neue Klasse EV platform
The Neue Klasse platform will serve as the backbone of BMW’s next-generation EVs, featuring what the company calls a “superbrain architecture” a centralized computer system with over 20 times the processing power of its current models. This digital overhaul enables automated driving, advanced infotainment, and enhanced comfort functions.
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BMW plans to release more than 40 new or updated vehicles by 2027 as part of its electrification push. Zipse acknowledged that competition is intensifying, especially in China, where companies like BYD and Xpeng are challenging established players with aggressive pricing.
Competing with Tesla and Chinese rivals
Despite the tough landscape, Zipse emphasized that BMW’s competitive edge lies in its global brand reputation. “BMW is a promise — a promise of the highest quality, the latest technology, and strong customer focus,” he said.
While Tesla and Chinese automakers dominate the software-driven EV segment, BMW is betting that its combination of digital innovation and premium brand value will secure its position in key markets.
Shares of BMW are up around 13% so far this year, reflecting investor confidence in its strategy.
