Vision Neue Klasse: BMW's Brand Transformation

author: FutureCar Staff    

"I believe that the BMW brand will be a different brand when we launch the [Vision] Neue Klasse," said its top designer in the latest teaser.

BMW is on the verge of unveiling a closer-to-production concept car that will show off its next-generation of electric vehicles: the Vision Neue Klasse. Ahead of its reveal, the brand is teasing the new product, saying that it will change the course of its history.

The automaker revealed earlier this month that the important electric concept car will be unveiled on September 2. Expected to be an evolution of concepts like the BMW i Vision Dee, CEO Oliver Zipse said that the new concept will be very similar to the production car it previews, which is expected in 2025.

In a new teaser, the automaker turned the camera on its design team, who got to speak about what the new model means to them. Unfortunately, it shows very little of the car (apart from the mustard yellow seats), but does hint at how important the concept car will be.

A teaser shot of the Vision Neue Klasse interior.

The comments start off pretty small and innocuous. One designer mentions that she just loves the yellow interior. Another mentions that he likes the temperature controls, and a third comments on how the interior is airy and light.

A comment with a wider scope comes from Adrian van Hooydonk, the head of BMW Group Design. "I believe that the BMW brand will a different brand when we launch the Neue Klasse."

It's followed by another comment, in which a designer says that "we're changing the heart of BMW now in such a cool way. What could be cooler?" Big words, then, from the design team.

The degree to which the Vision Neue Klasse will change the brand was hinted at before, with Zipse describing it as a "mega-project that spans the entire company. It is about nothing less than the future of the BMW brand."

Indeed, the car it previews is expected to use sixth-generation batteries that deliver 30 percent longer range, 20 percent higher energy density, 30 percent quicker charging, and a major cut in CO2 emissions during the manufacturing process, per BMW Blog.

BMW has confirmed that six vehicles will be based on the Neue Klasse's dedicated EV architecture. They are expected to debut between 2025 and 2027.

FutureCar Staff