Sep
See The BMW Neue Klasse Electric Sedan Driving In New Official Videos
BMW heralds its forthcoming chapter with the “Neue New” initiative, emphasizing digital platforms and spotlighting its latest conceptual masterpiece.
A standout unveil at IAA Mobility 2023 in Munich was the BMW Vision Neue Klasse concept. This design not only hints at the electric variant of the 3-Series slated for 2025 production but also signals BMW’s broader trajectory. This concept vehicle is now front and center in BMW’s comprehensive “Neue New” campaign, complemented by video snippets showcasing its drive capabilities.
BMW purports that the Vision Neue Klasse encapsulates a “brand rebirth” and ushers in an “innovative mindset”. This model deviates from the design vernacular of current offerings, characterized by sleeker contours and futuristic attributes like a 3D-illuminated grille. Additionally, it introduces a revamped in-car user experience, featuring a novel incarnation of the BMW iDrive system and a panoramic head-up display.
This trailblazing spirit is encapsulated in the “Neue New” campaign moniker, conceived by The Game agency. The accompanying video demonstrates the Vision Neue Klasse in action, asserting its operational viability beyond static displays. However, expect certain elements to be moderated in the eventual 2025 production version.
BMW elaborates that the Neue New initiative encapsulates “the narrative of evolution”, intertwining themes of sustainable circular economies, tech advancements, and an allegiance to electrification—all while preserving BMW’s core ethos of exhilarating driving experiences.
See The BMW Neue Klasse Electric Sedan Driving In New Official Videos
While the campaign predominantly targets digital spaces, leveraging influencer partnerships and augmented reality filters for platforms like Instagram and Snapchat, traditional marketing avenues aren’t overlooked. This includes conventional promotional endeavors and print media features. Beyond the visuals and videos showcased, BMW Group’s Open Space at Max-Joseph-Platz in Munich also plays a role in this campaign, a creative endeavor by the Meiré and Meiré consultancy.
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