Vision Neue Klasse: BMW's Revolutionary Rebranding

Home > Industry Analysis > Content

【Summary】BMW is set to unveil the Vision Neue Klasse, a concept car that will showcase the brand's next generation of electric vehicles. The automaker believes that this new model will change the course of its history and transform the BMW brand. The concept car is expected to closely resemble the production car that will be released in 2025. The Vision Neue Klasse will utilize sixth-generation batteries, offering longer range, higher energy density, quicker charging, and reduced CO2 emissions.

FutureCar Staff Aug 31, 2023 4:42 PM PT

Vision Neue Klasse: BMW's Revolutionary Rebranding

"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 set to introduce a concept car that will showcase its next generation of electric vehicles, the Vision Neue Klasse. Prior to its unveiling, the brand is creating anticipation by stating that this new product will change the course of its history.

The automaker recently announced that the significant electric concept car will be revealed on September 2. CEO Oliver Zipse mentioned that the new concept will closely resemble the production car it previews, which is expected to be available in 2025.

In a new teaser, BMW highlights its design team, who share their thoughts on the upcoming model. While the teaser shows limited visuals of the car, it emphasizes the importance of the concept car.

A teaser image of the Vision Neue Klasse interior reveals a mustard yellow color scheme.

The comments from the design team initially focus on small details, such as their admiration for the yellow interior and the temperature controls. However, the head of BMW Group Design, Adrian van Hooydonk, makes a broader statement, stating, "I believe that the BMW brand will be a different brand when we launch the Neue Klasse."

Another designer adds to the sentiment by expressing excitement about how they are changing the essence of BMW in a cool way.

BMW CEO Oliver Zipse has previously hinted at the significant impact the Vision Neue Klasse will have on the brand, describing it as a "mega-project" that will shape the future of BMW.

The production car that the concept previews is expected to feature sixth-generation batteries, offering a 30 percent longer range, 20 percent higher energy density, 30 percent faster charging, and reduced CO2 emissions during the manufacturing process.

BMW has confirmed that six vehicles will be based on the dedicated EV architecture of the Neue Klasse. These vehicles are anticipated to debut between 2025 and 2027.