BMW is once again turning to the 'Neue Klasse' brand - this time as an electric vehicle - as the German automaker seeks to replicate past successes to catch up with trailblazer Tesla.
The company's leaders put all their chips behind a new car they called the "Neue Klasse," or "new class." Launched in 1962 as the BMW 1800, the Neue Klasse set the German automaker on course to become "the ultimate driving machine" company and one of the most successful brands in any industry.
The show car features panoramic information "head-up" displays projected on the windshield, as well as some traditional BMW design elements such as a distinctive angle - the Hofmeister kink named for the designer of the original Neue Klasse - in the rear side windows and the dashboard screen. "Neue Klasse is by far the biggest investment in our history. Because the technology we are using all over BMW is all new in all areas, without exception," Frank Weber, BMW's chief technology officer, said in an interview ahead of the Munich event.
“It will be a very competitive offer," Chief Executive Oliver Zipse told reporters ahead of the show. "We will not price ourselves out of this market.” Neue Klasse vehicles will be powered by 48-millimeter-diameter cylindrical batteries in different lengths. The batteries are similar in size and shape to those Tesla plans to use in its Cybertruck and other models.
The software systems and battery technology behind the Neue Klasse vehicles will be as challenging for BMW as the manufacturing transformation, if not more so.
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