BMW's electric strategy has looked like a masterful game of illusion in recent years. On paper, their EV models don't have the best range, don't charge the fastest, and aren't based on a dedicated electric architecture, yet people are buying them like hotcakes. More than Mercedes-Benz and Audi combined. How is that possible?
BMW is currently based on a strategy of “electrify what we already have.” Models such as i4 and iX3, are not developed from the ground up as electric cars, but rather use platforms that are adapted for both internal combustion engines and electric power.
This has some advantages (lower development costs, recognizable design and familiar models), but also many disadvantages:
- Range? The i4 can't compete with the Tesla Model 3 on the highway. Neither technologically nor in price.
- Charging? BMW still insists on the 400-volt architecture, while Porsche, Hyundai are already playing in the 800-volt league.
- Space optimization? Electric models are not as spacious as they would be if BMW had developed a dedicated platform earlier.
- But why are BMW's electric models still selling? The brand still has an incredibly loyal customer base.
“NEUE KLASSE”: will be BMW’s last “ALL-IN”
Munich is aware that the current model can't last forever. That's why they're preparing the Neue Klasse, which will be BMW's first true platform exclusively for electric cars. They promise longer range, faster charging, and revolutionary advances in efficiency.
The first model will be an electric SUV the size of the X3, followed by a successor to the 3 Series. And this is key – if BMW fails to create a revolutionary electric model with the Neue Klasse, it could seriously lose the battle with Tesla, Mercedes, Hyundai and Chinese brands.
Time is running out – cars will be bought according to basic specifications
BMW still has a few years of “fore,” before buyers start seriously considering alternatives. If the Neue Klasse is as good as it promises, BMW could reclaim the throne of innovation.
But if competitors continue to outperform in terms of range, charging, and price, BMW could find itself in trouble. A premium brand that doesn't offer the best technology in the electric future will sooner or later lose its appeal.
So is BMW on the verge of a turnaround or will it lose its footing? We'll get the answer in 2025, when the first Neue Klasse arrives. Until then, buyers will have to make do with "electric BMWs," which are essentially petrol-powered BMWs without the petrol.
