BMW Group accelerates brand transformation and will update more than 20 models within two years

News on September 6, at the 2023 Munich Auto Show, BMW showed a series of eye-catching new-generation model concept cars, which will be officially put into production in 2025. It is understood that the BMW Group is undergoing brand changes at an unprecedented speed. This does not only involve one model, but covers extensive upgrades of BMW's entire product line, including more than 20 models being updated within two years.

BMW Group Senior Vice President of Design Hooydonk emphasized that this change is an unprecedented effort covering many aspects such as technology, design and production. He pointed out that the design language of BMW's new generation concept car is modern and emphasizes the future direction of the brand rather than retro retrospection.

Why is this series of models called the "new generation"? Hoydonk explained that BMW launched a new generation of models in 1962 and successfully brought the BMW brand into the new era through new products and positioning. the height of. Today, BMW once again adopts this name to inherit the brand's history and hope to achieve greater success in the future.

When talking about the design language of electric vehicles, Hoydonk said that many electric models on the current market tend to be similar in appearance, while BMW is committed to maintaining uniqueness. He mentioned that elements such as precise lines and unique wheel designs enhance the recognition of BMW electric vehicles. At the same time, BMW is fully aware that mobility is changing rapidly, so new models need to have excellent smart, connected and electric technologies to meet changing consumer needs. Therefore, BMW actively pursues changes in design and technology to showcase its brand's sporty genes and ensure that new products are highly recognizable.

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