The debut of the new BMW iX3 marks a milestone in the history of the BMW Group. The first series model of the Neue Klasse, it symbolises the dawn of a new era affecting every area of the company – from design and technology to sustainability and the digital experience. For two-and-a-half years, the project team were captured on camera to document every facet of the evolution of the BMW Group’s greatest ever future project. The result is an exclusive series of videos detailing the kinds of processes and structures that normally remain a closely guarded secret. Charting the Neue Klasse’s path from vision to reality, the footage shows the BMW Group’s memorable journey to deliver on its mission of combining innovation and premium quality to the highest standard.
The Neue Klasse:
Into a New Era of Premium Mobility.
Four Episodes – Four Dimensions
of Progress.
The documentary consists of four episodes, each exploring key aspects of the Neue Klasse.
In episode one, The Big Picture, Management Board Chairman Oliver Zipse and other members of the top management explain the strategic significance of the Neue Klasse and the fundamental transformation process that is underway at the BMW Group.
Episode two, Reinventing Freude am Fahren, follows the development of the new model generation, from inception to the pre-drive event with journalists from around the world.
In episode three, Start of the New Design Language, Head of BMW Group Design Adrian van Hooydonk and his team explain how a completely new design language was developed for all future models – cutting-edge, timeless and yet pared-down to the essentials of the brand.
Finally, the fourth episode, The Digital Experience, highlights the groundbreaking advances in multimodal interaction. The team around Stefan Durach, Senior Vice President Connected Company BMW Group, are seen as they define the new industry standard for digital user experiences.
BMW iX3 Deep Dives:
Sustainability and Design.
Additional deep dive videos on sustainability and design show how the new BMW iX3 has turned the vision of responsible premium mobility into reality – from circularity and the use of secondary raw materials to optimised disassembly at the end of the vehicle lifecycle
In Deep Dive Sustainability the experts explain the principle of design for circularity, which prioritises secondary materials (“Secondary First”), targeted material selection and optimised disassembly at the end of the vehicle lifecycle. The result is a vehicle comprising about one-third recycled materials.
The BMW iX3 also embodies the new design language of the BMW brand, as is explained in Deep Dive Design. Here, Adrian von Hooydonk’s team outline the principles of timeless elegance, contemporary reduction to the essence of the brand, and a clear language of forms that melds tradition with future.
Together, the videos offer a comprehensive picture of the Neue Klasse – as a vision, a product and a promise for the future. So, why not see for yourself how we broke through into a new era? Discover how innovation meets premium quality to produce tomorrow’s mobility.
