BMW is preparing to launch an unprecedented product offensive. The German manufacturer has indeed announced its intention to renew its entire lineup within just two years. No fewer than 40 vehicle launches, either new or refreshed, are planned.
The Neue Klasse: A New Design Language for BMW
This aggressive strategy aims to deploy the new “Neue Klasse” design language across the entire line. Expect cleaner lines, the removal of chrome elements, and illuminated interpretations of the famous “Kidney” grille that will equip current and future models.
Other Players in the Luxury Automotive Industry Are Not Standing Still
This announcement from BMW comes in a highly dynamic premium automotive landscape.
Polestar Refocuses Its Strategy
Polestar has paused the development of the Polestar 6 electric roadster to focus on the Polestar 7 and the next generation of the Polestar 2. These vehicles, aimed at the European market, promise higher sales volumes. The brand’s new design director has also emphasized the need to introduce bolder colors into the lineup.
Porsche and the $1,310 Option
At Porsche, purists can lighten their 911 with an exclusive option: carbon fiber windshield wipers, available for the modest sum of $1,310.
The Screen War Rages at Mercedes
Rivalries are also intensifying. The head of design at Mercedes-Benz did not mince words when criticizing BMW’s new interiors, which he deems “distracting,” and those of Audi, which he compares to a design “straight out of 1995.” Mercedes, for its part, is betting everything on a fully digital approach with its all-screen dashboards.
Aston Martin and Mercedes Celebrate and Innovate
Aston Martin is celebrating 60 years of convertibles with two special and very limited editions: the DB12 and Vanquish Anniversary of Volante Editions, each produced in only 60 units. Paradoxically, Mercedes-Benz, while moving towards an electric future, is also developing a brand new V8 engine, proving that internal combustion is not down for the count.