The Breakdown
- BMW isn't giving up on special cars, but it's prioritizing high-volume products.
- Previous 'brand shapers' were the i3 and i8.
- A rugged SUV could join the lineup around the decade's end.
These are some of the busiest times in BMW’s history. Between now and the end of 2027, the German luxury automaker will roll out about 40 new or updated models. The portfolio renewal kicked off last year with the iX3 as the inaugural vehicle in the reborn Neue Klasse lineup. The i3 sedan followed earlier this year and will be joined next week by the 7 Series/i7 facelift.
The next-generation X5 premieres this summer, followed shortly by a new 3 Series with combustion engines. An M2 xDrive and an electric iX4 are also all but 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 may 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 isn’t giving up on special projects. These are internally known as “brand shapers” and will arrive after the Neue Klasse lineup is fleshed out over the next couple of years. Previous examples include the quirky i3 hatchback and the plug-in hybrid i8 coupe/roadster.
BMW Is Prioritizing High-Volume Products
Mike Reichelt, Head of Neue Klasse, told Australian magazine Carsales that high-volume products take precedence. That makes perfect sense from a financial standpoint, as BMW has invested well over €10 billion in Neue Klasse. It’s the largest investment in the company’s history, so it’s logical to streamline the product cadence and start with the big sellers.
'For us, the middle of the brand is most important. The best way is to start in the middle of the brand, and not on the boundaries of the portfolio. For us, it was really important to start in the mid-size class because there is the [sales] volume. To scale the new technology and architecture, you need volume. The [original] i3 was a brand shaper, for example. Or the i8. That was the time to make a brand shaper, far away from the normal series portfolio. Now, it is completely the other way,'
These so-called “brand shapers” are likely to differ from a typical BMW. We want to think a dedicated sports car is brewing in Munich, especially since the Vision M Next was sadly canceled at the last minute. A true successor to the mid-engined M1 supercar has been a long time coming, but there haven’t been any firm commitments yet.
A completely different type of vehicle could also fill that role by doing things differently from the usual crop of BMWs. Reports of a rugged SUV are intensifying, suggesting a market launch could take place as early as 2029. While it’s unlikely to adopt a body-on-frame architecture like the Mercedes G-Class, it would be more capable off-road than any BMW before it.
An Off-Road BMW May Happen
Historically, the company hasn’t focused on off-road vehicles, but that could change. In the meantime, Mercedes is doubling down on the G formula by preparing a smaller version, so there’s clearly a market. Even Audi and Genesis may get in on the action, evolving what started as a niche into a full-blown segment.
What else? With the Z4 and 8 Series going out of production, BMW is left with a single convertible. The 4 Series is likely to stick around until 2029, and it’s hard to imagine the world’s largest luxury carmaker without a droptop in its vast portfolio. An electric i4 convertible, or something along those lines, would be a niche product but would benefit the company’s image.
BMW Vision M Next Concept
Motor1's Take: Even without “brand shapers,” BMW’s lineup will remain exciting. An electric M3 is coming next year, with a six-cylinder M3 to follow in 2028. The recently teased 3 Series Touring opens the door for long-roof M models, and rumors point to high-performance versions of the iX3. The larger X5 and iX5 are also expected to receive both M Performance and full M variants.
All Neue Klasse EVs will feature either rear- or all-wheel drive, as the platform wasn’t developed for single-motor, 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 gasoline models. The platform also opens the door for rear-wheel-drive MINI models, so there are plenty of exciting developments underway at the BMW Group.
With Alpina moving under the corporate umbrella as a standalone luxury brand positioned above BMW, the company can explore higher segments without encroaching on Rolls-Royce territory. It’s too early to say whether these “brand shapers” will be exclusive to BMW or include BMW Alpina models as well. For now, the focus remains on the most lucrative segments.
Source: Carsales
