BMW Management Committee Chairman Oliver Zipse showed off the BMW IX3 at the world premiere before the start of the IAA Mobility, the first model in BMW's “new class.”
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German auto giant BMW Its brand value is doubling as it prepares to launch a set of software-controlled electric vehicles to fight against Chinese competitors and Elon Musk. Tesla.
BMW CEO Oliver Zipse spoke with CNBC at next week's Munich Auto Show, and European struggling automakers are expected to face-to-face with new Chinese immigrants.
The SUV is the first production model developed as part of BMW's long-awaited Neue Klasse electric vehicle platform.
The Munich-based company hopes to release more than 40 new and updated vehicles by 2027 as it tries to keep pace with its competitors.
Zipse told CNBC's Annette Weisbach on Friday that the IX3 debut was the result of a five-year journey.
“This is the most important and largest single investment we have ever made, and it shows the way to the future. What you see here is the first car in a series of models, which uses the same technology,” Zipse said.
BMW is trying to revolutionize its new model digital products by focusing on what is called “super brain architecture”, which replaces hardware with centralized computer systems.
The company said the “new digital nervous system” of the Neue Klasse platform has more than 20 times the computing power of current vehicles.
These digital platforms provide computing power for autonomous driving and infotainment features as well as basic automotive features such as climate control and comfort features.
A man cleaned a BMW IX3 car after launching the world on September 5, 2025 at BMW Media and Stakeholder Day in Munich, Germany.
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As traditional European automakers scramble to close the gap with leading players in software-defined vehicles, fostering the company's technological development. US EV-MAKER TESLA is dominant in this space with Chinese manufacturers including Xpeng and Byd.
“There is fierce competition, especially in China's price competition. There are many new players in the market. [and] A tough battle about market share. ” Zibbs said.
Zipse, on the other hand, said the company has just over 3% of its market share worldwide and does not have to compete in every market segment. Zipse said that it will help in the competitive field and is the company's brand value.
“BMW is a commitment. The brand promises to have the highest quality, have the latest technology, and be customer-oriented. I think that's important.”
BMW's stock was about 13% at the beginning of the year.