BMW Plans New Wave of "Brand Shapers"

BMW will launch approximately 40 new or updated models by the end of 2027. The brand’s product-line refresh began with the iX3 in 2023 as the first model based on the new Neue Klasse platform, followed by the i3 sedan in early 2024. A mid-cycle update for the 7 Series/i7 is expected soon. This summer will see the debut of the next-generation X5, followed by a new combustion-engine-powered 3 Series. The M2 xDrive and the electric iX4 are also slated to appear later this year. In 2027, BMW will introduce a mid-cycle update for the 5 Series/i5/M5 and unveil the second-generation X7 along with its all-electric counterpart, the iX7. Additionally, an iX1 based on the Neue Klasse platform is expected to arrive in 2025. While advancing its core lineup, BMW is also planning special “brand shaper” projects—distinctive vehicles that will be rolled out once the Neue Klasse portfolio is largely established. Previous examples of such models include the i3 hatchback and the i8 plug-in hybrid sports car. According to Mike Reichelt, head of the Neue Klasse program, high-volume models are being prioritized, as BMW has already invested over €10 billion in the Neue Klasse platform—the largest single investment in the company’s history. These “brand shapers” are expected to differ significantly from conventional BMW models. There are indications that BMW may be developing a dedicated sports car as a spiritual successor to both the canceled Vision M Next concept and the historic mid-engine M1 supercar, though no concrete plans have been confirmed. Another possibility is an SUV emphasizing off-road capability, potentially arriving as early as 2029. While it likely won’t feature a body-on-frame construction, its off-road performance would surpass any current BMW model. With the discontinuation of the Z4 and 8 Series, BMW currently offers only one soft-top convertible—the 4 Series Convertible—whose production is expected to continue until 2029. Future electric convertibles, such as a potential i4 Convertible, could fill this segment gap. Other product developments include: the all-electric M3, launching in 2025, followed by a six-cylinder M3 in 2028; a new 3 Series Touring that could spawn M Performance and even full M variants; and M versions of the iX3, X5, and iX5. All Neue Klasse EVs will be offered exclusively in rear-wheel-drive or all-wheel-drive configurations—front-wheel drive with a single motor will not be supported. This means future electric 1 Series and 2 Series Gran Coupe models will abandon the front-wheel-drive architecture of their current combustion-engine counterparts. The platform may also underpin rear-wheel-drive MINI models. Additionally, Alpina has now been fully integrated into the BMW Group, positioned above the main BMW brand but below Rolls-Royce. It remains unclear whether future “brand shapers” will include Alpina-badged models. For now, BMW remains focused on segments with the highest profit potential.