Summary
- Future BMWs, whether gas or electric, will have the same design language
- The design for upcoming Neue Klasse EVs will also be used for gas models
- BMW chief development officer emphasizes the importance of a consistent design for all vehicles
- BMW’s strategy of equal design treatment for all cars led to higher EV sales in 2024 compared to Audi and Mercedes-Benz
- BMW will maintain its number-based model series hierarchy as it transitions to EVs
Article
BMW is taking a unique approach in designing both gas-powered and electric vehicles, as revealed by the automaker’s chief development officer Frank Weber during a recent media roundtable at CES 2025. Weber emphasized that a BMW will always look like a BMW, regardless of whether it runs on gas or electricity. The goal is to have a consistent design language across all models, with only minor differences in details such as grille shapes or rear diffusers. This approach is a departure from other automakers who have chosen to distinguish their EV designs from their gas-powered counterparts.
The upcoming Neue Klasse EVs from BMW will set the stage for the design of future gas models as well. Weber confirmed that there will be no separate design language for electric vehicles, ensuring that all BMW vehicles will have a cohesive and unified look. This decision is a significant departure from BMW’s early EV models, such as the i3 and i8, which featured futuristic designs that stood out from the rest of the lineup. The iX crossover SUV, however, may bridge the gap between the current gas-powered lineup and the future Neue Klasse EVs.
BMW’s strategy of maintaining a consistent design language for all its vehicles has paid off, with the automaker outselling Audi and Mercedes-Benz in terms of EVs in 2024. While Audi sold over 164,000 EVs and Mercedes-Benz sold 185,100, BMW sold an impressive 426,594 EVs. Weber attributed this sales dominance to BMW’s approach of providing equal design treatment to all its vehicles, regardless of their powertrain. This strategy has resonated with customers who appreciate the cohesive and unified design ethos across the BMW lineup.
One of the key principles that BMW is maintaining in its shift towards electric vehicles is its hierarchical lineup of number-based model series, ranging from the 1-Series to the 7-Series. Weber emphasized the importance of maintaining this hierarchy, as it helps customers understand and navigate the various models available. BMW aims to make the transition to electric vehicles easier for customers by ensuring that they feel respected and accommodated in their decision-making process. This customer-centric approach has proven successful in selling vehicles and building brand loyalty.
While some competitors have chosen to give their EVs a distinct design language that sets them apart from gas-powered models, BMW’s decision to maintain a unified design language across all vehicles has set it apart in the market. The automaker’s commitment to providing consistent design treatment to all its vehicles, regardless of their powertrain, has been well-received by customers. BMW’s approach reflects its belief that what powers a vehicle should not define its design, but rather, all vehicles should bear the distinctive BMW aesthetic that sets them apart in the luxury automotive market.
Overall, BMW’s approach to designing both gas-powered and electric vehicles underscores its commitment to maintaining a consistent and cohesive brand identity. By ensuring that all BMW vehicles have the same look and feel, regardless of their power source, the automaker is signaling a bold and innovative shift in the automotive industry. BMW’s success in selling EVs in 2024 and its focus on respect and accommodation for customers highlight the brand’s dedication to providing a seamless and customer-centric experience in the transition to electric vehicles.
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