BMW is betting big on its EV strategy—while warning that the margin for error is now virtually nonexistent.
Zooming in: In an interview with Spiegel, CEO Oliver Zipse stressed that BMW’s EV roadmap will be decisive in navigating the industry’s shifting landscape.
At next week’s Munich car show, BMW will debut the iX3—the first fully electric model from its “Neue Klasse” (New Class) series, billed as the brand’s future foundation.
Beyond EVs, Neue Klasse represents a broader transformation in areas such as display and control systems, digitalization, connectivity, design, and sustainability.
The iX3, the next generation of BMW’s compact X3 SUV, will usher in a five-year rollout of the Neue Klasse product portfolio when the vehicle is unveiled in Munich.
What they’re saying: "You can't afford to make mistakes in this industry," Zipse told Spiegel, via Reuters. He also cited Stefan Bratzel, head of the Centre of Automotive Management, who warned of the stakes: it’s "enormously important that such a billion-euro investment doesn't go down the drain."
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Why it matters: For dealers, Neue Klasse signals significant commitments in EV readiness—charging infrastructure, training, and customer engagement—despite uneven demand across markets. Done right, it could sharpen BMW’s edge against Tesla and other luxury rivals; done wrong, it risks squeezing dealer margins and resources.
Between the lines: The Neue Klasse debut comes as BMW steadily grows its EV footprint—even after a brief production delay in May due to tariffs.
In the first half of 2025, BMW Group’s electrified vehicle sales (EVs and plug-in hybrids) rose 18.5% to 318,949 units.
Pure EVs accounted for 220,540 of those sales, up 15.7% year over year.
Bottom line: BMW’s momentum is real—but Neue Klasse is a high-stakes gamble. Success could redefine its competitive position. Failure could leave dealers burdened with costly investments, unsold stock, and tighter margins.
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