BMW accelerates China-focused innovation with Neue Klasse

German premium automaker BMW Group is showcasing two BMW Vision Neue Klasse models at Auto Shanghai 2025, offering a glimpse at the future of BMW cars.

According to Oliver Zipse, chairman of the board of management of BMW AG, the Neue Klasse represents BMW Group's innovation and its completely new generation of products in every dimension, presenting a more intelligent, human and responsible future of premium mobility.

From the intelligent driving control technology, to BMW Panoramic iDrive and innovations in human-machine interaction, BMW is leveraging Chinese innovations including artificial intelligence to turn "China Speed" into a key driver for enhancing user experiences.

Zipse said at Auto Shanghai on Wednesday that from promoting new energy vehicles and intelligent connected vehicles to breakthroughs in AI, BMW is driving progress together in China as innovation thrives here.

The first China-exclusive Neue Klasse model will be an SAV. With pre-series vehicles being produced in Shenyang, Liaoning province, the first locally built Neue Klasse vehicle has entered its comprehensive testing phase and is scheduled to debut for Chinese consumers in 2026.

Led by the Neue Klasse models, BMW will launch a powerful product offensive. In 2025, BMW Group plans to launch more than 10 new models in China. From 2026 to 2027, it will introduce more than 20 new BMW vehicles.

"In line with our 'At Home in China' strategy, the design team here in Shanghai has led the development of China-specific models of the Neue Klasse products, created in the market for the market," Zipse said.

BMW's pioneering Panoramic iDrive, built on the software architecture of the in-house developed BMW Operating System X, has incorporated research on user preferences by the BMW China R&D team since 2020.

Presented for the first time at the auto show are 10 China-specific user cases clustered in five user scenarios, developed through joint research and creation with top Chinese tech companies, enabling the BMW Operating System X to offer an experience better tailored to Chinese consumers.

For instance, the BMW customized in-car AMAP provides an immersive navigation experience for Chinese users. BMW iDrive's unique four core components with linked interaction, integrate with AMAP's robust localized data, presenting 3D high-precision maps to the user.

China's most popular digital services, ranging from music and video to games and lifestyle applications, will also be integrated into the vehicle's core interaction system.

Zipse announced at the show that BMW will integrate DeepSeek into multiple new models currently on sale in China within this year, empowering the human-machine interface experience centered on the BMW Intelligent Personal Assistant with deep thinking capabilities.

DeepSeek functionality will also be applied to domestically produced BMW Neue Klasse models in the future.

Two China-exclusive AI agents, "Car Genius" and "Travel Companion", also debuted at the auto show.

Deeply customized based on Alibaba's 100-billion-parameter large language model, they enable the BMW Neue Klasse intelligent cockpit to answer and execute multicommand queries and provide the most "BMW-style" suggestions.

"AI is a prime area for future cooperation and perfectly demonstrates how we are building out our local anchoring," said Zipse, adding that BMW is embracing AI to empower its China business while collaborating with China to unlock AI's potential.

In March, BMW unveiled its 360-degree full chain AI strategy in China, rapidly implementing AI across production and marketing.

Earlier this month, the automaker announced deepened cooperation with ByteDance, where Lingyue will collaborate with Volcano Engine on new AI applications within the automotive marketing system to enhance user purchase experiences and dealer operational efficiency.

"Here in China, our comprehensive AI strategy empowers extended customer experiences, enhances core business processes, and fosters collaborative innovation with partners throughout the supply chain," Zipse said.

Since 2010, BMW has invested around 116 billion yuan ($15.91 billion) on the BMW production base in Shenyang, home to its joint venture BMW Brilliance Automotive. BMW's R&D network in China is the largest outside Germany — with locations in Beijing, Shanghai, Shenyang and Nanjing in Jiangsu province.

"To be successful, we need not only global appeal, but be anchored into individual local markets. China is the perfect example of how we at the BMW Group are achieving this and how we differentiate ourselves from our competitors," Zipse said.

At the ongoing Auto Shanghai, the BMW booth brings a giant IMAX version of the BMW Neue Klasse Intelligent Cockpit to the stage. Visitors can experience the revolutionary human-machine interaction up close and have an immersive experience, discovering how technology helps support an intuitive driving experience.

The Neue Klasse will come with four high-performance computers, also called "Superbrains", consolidate the computing power for the most important customer functions.

Centered on the driver, BMW Panoramic iDrive super brain encompasses interactive cutting-edge technologies, including industry-first Panoramic Display technology integrating ultrashort-distance projection technology and the BMW-exclusive nano-coated windshield, paired with the re-innovated 3D Head-Up Display.

The BMW Vision Driving Experience also shows how BMW is delivering driving pleasure in the era of intelligence. It integrates all-new proprietary software and hardware, specifically its unique intelligent integrated hardware.

The Heart of JOY super brain works with the dynamic performance control system, allowing sub-millisecond response times to ensure an unparalleled driving experience.