IAA Mobility 2023: BMW showcases Vision Neue Klasse

"Effortless" - that's the new class with which BMW aims to open a whole new chapter in the company's history. And quite "effortlessly," BMW CEO Zipse presented the new brand core from 2025, to which six more derivatives are expected to follow by 2027. His effortlessness surprised us even more given that Zipse verbally attacked electromobility just a few days ago, stating that it is not the sole savior:

"I consider the political mandate to phase out combustion engines to be reckless."

Zipse declared this to Handelsblatt a few days earlier, arguing that this approach does not "take full advantage of the industry's entire innovative power." He subsequently asked:

"Is it wise to promote only this one technology as a continent with a strong industry but without its own access to essential battery raw materials?"

And he added:

"But it's a misconception that banning the combustion engine alone will solve the issue."

Because innovation, in his view, arises from incentives and goals, but not from bans. Bans could even lead to societal division if mobility becomes unaffordable for some people. However, his own products have also become more expensive in recent years: Currently, BMW's core brand has no electric vehicle under 50,000 euros, with combustion engines starting at 30,600 euros. This has become out of reach for many. Another argument that cannot be dismissed: Europe's dependency on raw materials makes it politically vulnerable. Zipse provocatively asked:

"When was the last mine opened in Europe? Would there even be acceptance for it?"

Vehicles with combustion engines or fuel cells could also be built autonomously in Europe. However, even fuel cell cars have batteries, and this technology is only advancing minimally at BMW, with a small X5 series given to hand-picked customers for internal tests. He believes that stricter CO2 regulations could also make conventional drives more climate-friendly. He concluded: "That's why I consider the political mandate to phase out combustion engines to be reckless. An exit decision without a simultaneous entry strategy."

His "entry strategy" is the new class, which was introduced with much fanfare at the Munich Zenith, where Zipse remained extremely vague:

"Mobility is life, and that will never change," he proclaimed, seeing himself as part of a team of 150,000 colleagues who want to drive things forward and shape the future rather than wait for it. With the new class, BMW not only wants to open a new chapter in the company's history but actually start writing a whole new book. Zipse explained:

"The BMW Vision Neue Klasse concentrates our innovative power in the key areas of electrification, digitization, and circularity."

And he added:

"With the New Class, we are two steps ahead of the future: We will bring mobility for the next decade to the streets starting in 2025 - and lead BMW into a new era."

The "new class" has a clear, reduced design language focusing on the essentials, with generous surfaces and few striking lines. In reality, it comes with recycled plastic and minimalistic details, almost looking like Playmobil, but wonderfully streamlined and well-toned. Characteristic features like the BMW kidney grille and the Hofmeister kink in the side window graphic are thus brought more into focus.

Inside, the next generation of BMW iDrive aims to offer a unique digital user experience, in which, according to BMW, the real and virtual worlds merge. The increased use of secondary raw materials, resource-saving production, and a fully electric drive with sixth-generation BMW eDrive technology reduce the CO2 footprint of the new class over the entire lifecycle of the vehicles. Frank Weber, member of the Board of Management of BMW AG for Development, provided Zipse with the figures:

"30% more range, 30% faster charging, 25% more efficiency - with the new class, we are taking a huge technological leap forward and bringing EfficientDynamics to a new dimension. The same goes for its design: more future is not possible."

And Weber added:

"With the new class, we have initiated the largest investment in the company's history. We are not just writing the next chapter of BMW, but a new book. Therefore, it is clear: The new class will permeate all model generations."

A completely new (old) design language for BMW: Clarity dominates

According to the press text, the exterior design shows elements that will be characteristic for the different models of the new class. The new, fully electric vehicle architecture also offers new possibilities for interior design. After Zipse, Adrian van Hooydonk, head of BMW Group Design, took the stage and explained:

"The design of the new class is typically BMW and so progressive that it looks like we skipped a model generation."

Typical for BMW are: powerful wheel arches, the greenhouse set back, and the shark nose-style front end projecting far forward. 21-inch aerodynamic wheels are intended to evoke the classic, motorsport-inspired cross-spoke design. The almost monolithic vehicle body, the strong indentations at the front and rear, and the large window surfaces create a new aesthetic.

Also interesting: The bright silk matte paint in Joyous bright, with a subtle yellow tint, emphasizes the friendly and forward-looking aura of the BMW Vision Neue Klasse. In contrast, black side skirts and bumpers stand out. With a higher proportion of secondary raw materials and significantly reduced material diversity, these have been specifically improved with circularity in mind. Additionally, an improved disassembly concept contributes to optimizing the recycling of Neue Klasse vehicles.

The Shark Nose: Dual headlights remain – well, in the broadest sense anyway

Brand-typical design elements like the BMW kidney grille and dual headlights have been reinterpreted. A light staging with precise, three-dimensional animation ensures that intuitive interaction between human and automobile begins as soon as approaching the vehicle.

E Ink elements in the lower area of the side windows point to the sensor surface, which can be used to activate the automatic door opening. Innovative technology also shapes the design of the taillights: their light elements, made using 3D printing, are distributed across multiple levels and specifically controlled to create a special depth effect. In reality, they will need to be manufactured more cheaply.

The next generation of BMW iDrive: Speaking and swiping instead of turning and pressing

Analog control elements are minimized in the BMW Vision Neue Klasse. Interaction between human and automobile occurs via the BMW Panoramic Vision, Central Display, and multifunction buttons on the steering wheel. Additionally, the proven voice control with the BMW Intelligent Personal Assistant is included. This way, the next generation of BMW iDrive offers a modern interpretation of the brand-typical driver orientation.

The windshield as a screen – it's coming!

Much like the once newly introduced BMW iDrive controller on the center console or the BMW Head-Up Display, the brand claims to be a world leader with the BMW Panoramic Vision, available for the first time in the Neue Klasse. It projects information at a height perfectly aligned with the driver's line of sight and for the first time across the entire width of the windshield. This innovation will complement the enhanced BMW Head-Up Display in the series models of the Neue Klasse.

With the next generation of BMW iDrive, the projection of information creates a shared user experience. Drivers can shift the content shown on the Central Display to the BMW Panoramic Vision with a simple gesture. A coordinated choreography of ambient light and graphic displays on the Central Display and BMW Panoramic Vision is intended to enrich the user experience, which can also be individualized with My Modes. When switching to My Mode Sport, specific displays against a yellow background support dynamic driving.

The new BMW iDrive is based on a highly integrated software architecture that brings together data on the driving experience and infotainment, as well as from the vehicle's electronic onboard network and the BMW Cloud.