How BMW's Neue Klasse hints at a brand refresh

How BMW's Neue Klasse hints at a brand refresh

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The future of BMW is as interesting as its history. In the 1960s, the original Neue Klasse (New Class) revolutionised the brand after saving it from financial collapse. For instance, the BMW 1500, being a sporty and reasonably priced sedan, found a niche in the market. 

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It was the very same model that also paved the way for the 3 Series in the 1970s, which became the brand’s most iconic model and a best-seller. Fast forward to the year 2025, BMW is once again using the ‘Neue Klasse’ platform and design language to define a new era—this time for electrification. Unlike current BMWs, which generally share platforms between ICE-powered and EVs, the Neue Klasse has been designed from the ground up for electric cars. This simply means all future BMW electric products will be based on the new platform and will feature the new design language from 2025, starting with the i3 sedan and the iX3 SUV.

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Not only EVs, according to BMW, the new design language will also be a unified style for the brand’s future products. Think clean lines, more streamlined profiles, and innovative tech features. It’s a bold new direction for the brand, and the exciting part is that BMW is already rolling it out. Just recently, we saw images of a heavily camouflaged M5 that will supposedly integrate elements of the new design language, while the 5 Series will also benefit from this restyle.

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It might seem too soon for some, but BMW’s reasoning makes sense—it doesn't want one of its flagship models to age too quickly as a result. Why the 5 Series when BMW can start with the 3 Series, which has been part of the brand’s identity and a volume seller? Well, BMW says that the 5 Series, alongside its M5 counterpart, set the tone for the brand’s luxury and tech features for its affluent and tech-savvy customer base, so it makes sense for the marque to give them the Neue Klass design language first.

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Judging from the M5 spy images, we can already see a more streamlined design, minimalist bodywork, and a bolder kidney grille. If you pay attention to detail, you will notice the sleeker, modern lighting elements as well as sleek LED headlights and four exhaust tips—the signature features of the M5.

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Meanwhile, BMW M has been teasing the development of an electric M3 in videos documenting its development. BMW is likely to debut it to the public later this year. While the idea of an M3 badge in an electric car may sound weird and disappointing for enthusiasts, it’s not. Interestingly, the new electric M3 (which BMW says will exceed all expectations of an M3) will be sold alongside its ICE-powered stablemate, which will both feature the Neue Klasse design ethos to cater to different customers with different needs.

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In a nutshell, BMW’s move towards electrification comes with a host of changes, while the Neue Klasse design language isn’t just a new look but a statement that also pays homage to its rich history, and it will be interesting to see what it means for BMW’s future products.

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BMW South Africa has announced that the first Neue Klasse model will be unveiled later this year, with the local launch date set for 2026.