The Vision Neue Klasse concept car, on display at next week’s IAA show in Munich, shows off BMW’s dedicated EV underpinnings due in 2025 — around the time Mercedes-Benz Group AG is introducing its new battery-powered models. Software issues have delayed similar architectures from Volkswagen AG, pushing back key Porsche and Audi vehicles.
With the sleek coupe, BMW is veering away from a decades-old tradition of advertising mainly the performance of its ‘ultimate driving machines.’ Instead, it’s touting a digital display projected onto the entire width of the windscreen as well as software that can process voice commands and hand gestures. The move is a nod to customers in China, who are increasingly going for homegrown brands such as BYD Co. and Nio Inc. that have been better at building EVs with gadgets geared to local tastes.
BYD this year dethroned VW as China’s top-selling automaker, and Mercedes slashed prices for its flagship electric sedan there late last year after disappointing sales. Electric cars and plug-in hybrids are expected to make up 90% of the world’s biggest auto market around the end of this decade, adding urgency for Western premium brands to accelerate their offerings. A price war in China started by Tesla has also upped the pressure.
But BMW still ranks second in China when it comes to tech features in its cars, according to a recent consumer survey by consultancy AlixPartners. BMW came in behind Geely’s Zeekr but ahead of Xpeng, Tesla and VW. Despite the new focus on digital features, BMW won’t entirely throw its brand traditions overboard. While most EVs these days offer swift acceleration, the Neue Klasse will be more fun to drive at higher speeds than many competitors, according to Zipse.©2023 Bloomberg L.P.
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