Oliver Zipse, president of the Board of Management of BMW, presents the BMW IX3 on stage at the world first before the start of the International Automobile Fair (IAA Mobility) as the first BMW “New Class” model.
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German car giant Bmw Dubbing on the value of its brand, while it is preparing to deploy a fleet of electric vehicles controlled by software to fight with Chinese rivals and Elon Musk Tesla.
Addressing CNBC before the Munich Car Show of next week, where European automotive manufacturers in difficulty should compete with the new Chinese arrivals, the CEO of BMW, Oliver Zipse, presented the world first of the IX3 sports utility vehicle.
The SUV is the first production model to be developed as part of the long-awaited Neue Klasse platform of BMW.
The company whose headquarters is in Munich wishes to publish more than 40 new vehicles and updated on the market by 2027, while it seeks to keep the pace of competitors.
Zipse told Annette Weisbach de CNBC on Friday that the IX3 beginnings are the result of a five -year trip.
“It is the most important and the biggest investment we have made, and it shows the way to the future. And what you see here is only the first car in a series of models, which uses the same technologies,” said Zipse.
BMW has sought to revolutionize the digital offer of its new models by focusing on a so-called “superbrain architecture”, which replaces the equipment with a centralized computer system.
The company says that a “brand new digital nervous system” for the Neue Klasse platform has more than 20 times the calculation power of its current vehicle generation.
These digital platforms provide the computer capacity of automated driving and infotainment functions, as well as the basic functions of the car, such as the characteristics of climate and comfort.
A man cleanses a BMW IX3 car after its global launch during media days and BMW stakeholders on September 5, 2025 in Munich, south of Germany.
Michaela Stache | AFP | Getty images
The push to highlight the technological development of the company intervenes while the inherited European car manufacturers rush to fill the gap with the main players of the vehicles defined by software. Us Ev-Maker Tesla, alongside Chinese manufacturers, including Xpeng and Byd, are currently dominating this space.
“There is fierce competition, in particular competition from prices in China. There are many new players on the market [and] There is a difficult fight on market share, “said Zipse.
On the other hand, Zipse said that the company had just over 3% of market share in the world and does not have to compete in each market segment. What will help in the fields he competing, said Zipse is the value of the company’s brand.
“BMW is a promise. The brand is a promise to have the highest possible quality, to have the latest technologies and to be very oriented towards the customer. I think it is very important,” said Zipse.
BMW shares have increased by around 13% since the start of the year.
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