By Obinna Uballa
German automaker BMW is ramping up its focus on brand strength and advanced software as it prepares to roll out a new generation of electric vehicles, aiming to rival Elon Musk’s Tesla and fast-growing Chinese competitors.
Speaking ahead of the Munich motor show next week, BMW CEO Oliver Zipse unveiled the company’s latest electric SUV, the iX3, marking the first production model under its much-anticipated Neue Klasse platform.
“This is the most important and biggest single investment we’ve ever made,” Zipse told CNBC. “It shows the path into the future, and what you see here is only the first car in a series using the same technologies.”
Reports say BMW plans to introduce over 40 new and updated models by 2027, part of its strategy to keep pace in a rapidly evolving EV market.
The company’s Neue Klasse platform features a centralized “superbrain” computing architecture that replaces multiple hardware components with a single system, offering 20 times more computing power than current BMW models.
This upgrade will power automated driving, infotainment, climate control, and other core functions, positioning BMW in the growing market for software-defined vehicles, according to CNBC report.
Legacy European manufacturers are reportedly under pressure to catch up with Tesla and Chinese EV leaders such as BYD and Xpeng, which have set the benchmark for digital and autonomous features.
“There is fierce competition, especially on price, in China. Many new players have entered the market, and the fight for market share is intense,” Zipse said.
Despite the competitive environment, Zipse believes BMW’s premium brand image will help it maintain a strong foothold. “BMW is a promise, of top quality, cutting-edge technology, and customer focus. That is very important,” he added.
BMW currently holds just over 3% of the global market share, and Zipse noted that the company does not aim to compete in every segment but will strengthen its position where it operates.
So far in 2025, BMW shares have gained around 13%, signaling investor confidence as the company accelerates its EV strategy.
