BMW launches a major counterattack, the first "super brain" model debuts, computing power surges by 20 times!

BMW is accelerating its pursuit of BYD and Tesla with its first "super brain" model and a multi-billion dollar investment.

On Friday local time, BMW officially launched the iX3 SUV, the first model equipped with the "super brain" architecture, based on the new Neue Klasse platform, with computing power increased by 20 times compared to existing models.

BMW CEO Oliver Zipse stated that the iX3 is the "best overall product in the industry," aiming to compete for market share in core markets like China with global configuration and localized customization.

"Super Brain" Architecture, 20 Times Increase in Computing Power

The BMW iX3 is the first mass-produced model equipped with the new "super brain" architecture.

According to BMW, this architecture replaces traditional decentralized hardware with a central computing platform, forming a "new digital nervous system," with computing power increased by over 20 times compared to existing models.

The new platform not only supports autonomous driving, smart cockpit, and entertainment systems but also integrates basic functions such as air conditioning and comfort, significantly enhancing the vehicle's intelligence level.

BMW emphasizes that software-defined vehicles have become the industry mainstream, and the iX3's "super brain" will provide the technological foundation for more than 40 new models in the future. Zipse stated that this platform represents BMW's largest single investment in history, indicating the company's future development direction.

Neue Klasse Platform, Multi-Billion Dollar Investment, Launching Product Offensive

The iX3 is the first mass-produced model under the Neue Klasse platform, marking the beginning of BMW's multi-billion dollar investment in electrification.

According to official information, BMW has invested over 10 billion euros (approximately 11.7 billion dollars) in new software, batteries, and factory construction, planning to launch more than 40 new or updated models by 2027.

Models on the Neue Klasse platform feature ultra-long range and rapid charging capabilities. The iX3 can achieve a range of up to 805 kilometers under European testing standards, with 372 kilometers of range added in just 10 minutes, far exceeding the Tesla Model Y's 622 kilometers.

BMW also plans to launch an electric sedan based on this platform next year and upgrade most of its product line to Neue Klasse technology within two years.

Facing Strong Competitors in China, What’s Next for BMW?

BMW is facing dual pressure from Tesla and new Chinese players.

In particular, the price war for electric vehicles in the Chinese market is fierce, with BMW and the Mini brand experiencing a 15% decline in sales in China in the first half of this year. To meet the challenge, BMW is increasing cooperation with local Chinese technology companies, including developing localized features in collaboration with DeepSeek, Huawei, Alibaba, and others to enhance product appeal.

Zipse emphasized that BMW will not compete comprehensively in all market segments but will focus on core markets relying on brand value and high-end positioning. The Chinese version of the iX3 will be "more Chinese than ever" to meet local consumer demands. BMW hopes to reshape the competitive landscape of the high-end electric vehicle market through technological innovation and brand commitment BMW executives stated that despite the significant initial investment, the company has achieved high profitability. The launch of the iX3 is seen as a key milestone in BMW's electrification transformation, with positive market reactions leading to a slight increase on Friday, and the stock price rising approximately 19% year-to-date.

Analysts are paying attention to whether BMW can regain market share in the global electric vehicle market and continue to enhance overall profitability as models based on the Neue Klasse platform are gradually launched