- BMW is not giving up on specialty cars, but is prioritizing high-volume products.
- Previous ‘brand builders’ were the i3 and i8.
- A rugged SUV might join the lineup by the end of the decade.
These were the busiest times in BMW’s history. Between now and the end of 2027, the German luxury carmaker will launch around 40 new or updated models. The portfolio update began last year with the iX3 as the inaugural vehicle in the reborn Neue Klasse product range. The i3 sedan followed earlier this year and will be joined next week by the facelifted 7 Series/i7.
The next-generation X5 will premiere this summer, followed shortly by the new 3 Series with a combustion engine. The M2 xDrive and electric iX4 are also confirmed to arrive before the end of the year. In 2027, BMW will facelift the 5 Series/i5/M5 and launch the second generation X7, complete with an electric iX7. We might also see a new iX1 next year as part of the Neue Klasse lineup.
BMW is smart to focus on core models as it revitalizes its entire portfolio, but it’s not giving up on special projects. This is known internally as “brand building” and will come as the Neue Klasse product range is refined over the next few years. Previous examples include the unique i3 hatchback and the plug-in hybrid i8 coupe/roadster.
BMW i8
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Mike Reichelt, Head of the Neue Klasse, told Australian magazine Car Sales that high volume products are prioritized. This makes perfect sense from a financial point of view, as BMW has invested more than €10 billion in the Neue Klasse. This was the largest investment in the company’s history, so it made sense to simplify the product cadence and start with the big sellers.
‘For us, the center of the brand is the most important. The best way is to start from the middle of the brand, and not from the borders of the portfolio. For us, it is very important to start in the middle class because it is there [sales] volume. To scale new technologies and architectures, you need volume. That [original] The i3 is a brand builder, for example. Or i8. That’s the time to create a formative brand, far from the usual series portfolio. Now, what’s happening is just the opposite,’
This so-called “brand builder” is likely to be different from BMW in general. We imagine a special sports car is being built in Munich, especially since the Vision M Next was unfortunately canceled at the last minute. The true successor to the mid-engined M1 supercar has been around for a long time, but there has been no definite commitment yet.
A completely different type of vehicle could also fill that role by doing something different from the typical BMW. Reports of the rugged SUV are increasing, suggesting its market launch could come as early as 2029. While it’s unlikely to adopt a body-on-frame architecture like the Mercedes G-Class, it will be more capable off-road than any BMW before it.
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Motorcycle Pickup1: Even without a “brand builder”, BMW’s lineup would still be interesting. An electric M3 is coming next year, and a six-cylinder M3 follows in 2028. The recently teased 3 Series Touring opens the door for a long-roof M model, and rumors point to a high-performance iX3 version. The larger X5 and iX5 are also expected to receive M Performance and full M variants.
All Neue Klasse EVs will feature rear or all-wheel drive, as the platform was not developed for single-engine, front-wheel drive applications. This means any electric versions of the 1 Series and 2 Series Gran Coupe will abandon the front-wheel drive layout used by the current petrol models. This platform also opens the door to rear-wheel drive MINI models, so there are lots of exciting developments underway at the BMW Group.
With Alpina moving under the company umbrella as a standalone luxury brand positioned above BMW, the company can explore higher segments without encroaching on Rolls-Royce territory. It is too early to say whether this “brand builder” will be exclusive to BMW or include BMW Alpina models as well. For now, the focus remains on the most profitable segments.
