During this year's Munich Motor Show, BMW surprised the automotive world by presenting the "Vision Neue Klasse" concept, which not only anticipates the electric successor to the 3 Series, scheduled to enter production in 2025, but also represents a important milestone for the brand, marking the beginning of a new era.
Innovative Design
One of the most notable features of the Vision Neue Klasse is its revolutionary design. BMW chose to abandon conventional design elements in favor of a futuristic approach. The iconic vertical front grille, which characterizes current BMW models, has been replaced by a horizontal grille that extends across the entire front of the vehicle. This grille has a three-dimensional effect and its own lighting, standing out as one of the most striking features of the concept.
Advanced Driver Interaction
Innovation is not limited to external design. The Vision Neue Klasse also proposes a new form of interaction between the driver and the vehicle. This is made possible by an improved version of the BMW iDrive system, which includes a large head-up display. The concept presentation video reveals that the Vision Neue Klasse is not just a static sculpture, but a fully functional vehicle. However, it is important to note that many of the details and features of this conceptual model may be refined or modified until the production version is released.
A Story of Transformation
BMW is using the "Neue New" campaign to tell the story of this transformation. It references the ideal of a circular economy, digitalization and the focus on electrification, while maintaining the focus on the brand's original philosophy, which is the pleasure of driving.
Marketing Strategy
To promote the Vision Neue Klasse, BMW is adopting a marketing strategy focused on social media. The campaign will feature influencers, as well as interactive filters for Instagram and actions involving print media. In addition, posters and a presentation video are being used to publicize the concept. The BMW Group Open Space, located at Max-Joseph-Platz in Munich, also played an important role in the campaign, providing a physical experience for BMW enthusiasts.
The Vision Neue Klasse represents a bold leap into the future of electric mobility and automotive innovation. With its bold design, advanced interactivity and ongoing commitment to the driving experience, BMW is setting a new standard for the automotive industry. We look forward to seeing how this vision materializes in the production version and how it will impact the electric vehicle market in the next year