BEIJING, April 27, 2026, 02:45 CST
- BMW plans to spotlight several China-tailored Neue Klasse EVs at Auto China 2026, rolling out both the iX3 Long Wheelbase and the i3 Long Wheelbase.
- BMW and MINI saw first-quarter sales in China slip 10%, though Europe managed to post gains. The launch follows that dip.
- German automakers are feeling the heat as Chinese competitors like Geely and Nio intensify the battle for premium car buyers.
BMW AG’s latest move in China: the German automaker is spotlighting two electric models tailored for the local market—the iX3 Long Wheelbase and i3 Long Wheelbase—plus the new 7 Series, making their global debuts at the Beijing auto show. It’s a crucial moment for German luxury players trying to reclaim momentum in what’s arguably the world’s fiercest auto arena. All three launches are part of BMW’s Neue Klasse tech initiative.
Awkward timing for BMW: the company posted a 3.5% slide in global deliveries for the first quarter, totaling 565,748 vehicles. BMW and MINI sales fell sharply in China, down 10%, and slipped 4.3% in the U.S.—Europe was the lone bright spot, up 3%.
Premium foreign brands are finding China a tougher environment. Hildegard Mueller, who heads Germany’s VDA auto lobby, told reporters in Beijing that “the competition in the Chinese market is the most intense competition in the world.” She added that German automakers can’t rely on past market share as the standard for success anymore. Reuters
BMW is putting the spotlight on Neue Klasse at Auto China, showcasing its fresh electric-vehicle and software platform. The entire stand is dedicated to this architecture, featuring the BMW Panoramic iDrive—designed specifically for the Chinese market—and new driver-assistance tech built for local traffic.
Oliver Zipse, the chief executive, called the launches “a major leap” for technology, design, and driving experience. He said BMW plans to roll out the new technology and fresh design language throughout its portfolio. BMW Group PressClub
BMW says its iX3 Long Wheelbase and i3 Long Wheelbase are the debut Neue Klasse vehicles tailor-made in China for the local market. Both models, according to BMW, post strong numbers on China’s CLTC test: the iX3 manages over 900 kilometres of range, and the i3 tops 1,000 kilometres. An 800-volt system lets drivers add as much as 400 kilometres in just 10 minutes at a high-speed charger.
BMW is pushing its Neue Klasse tech upmarket with the 7 Series, aiming for the same message at the flagship tier. The company calls the sedan the first in its luxury class to integrate Neue Klasse features into an established model line. Fully electric versions will top 720 kilometres—447 miles—on the WLTP test cycle, according to BMW. Production and a global rollout are scheduled to begin in July 2026.
You can see the pressure among peers right on the show floor. According to Reuters, Chinese automakers like Geely and Nio are pushing into the premium end, offering high-tech models that undercut German staples BMW and Mercedes-Benz on price. Bo Yu, who manages Greater China at JATO Dynamics, described the change as moving away from a price war and straight into what he called a “value-for-money war.” Reuters
BMW’s momentum looks stronger in Europe. The automaker reported a roughly 40% jump in European BEV orders for the first quarter, with more than 50,000 iX3 orders logged since the regional launch. “Demand was exceeding our high expectations,” said Jochen Goller, who oversees customer, brands and sales for BMW. BMW Group PressClub
China, though, stands out as the major risk. Mueller pointed out that local manufacturers are already taking on a larger role “now and in future.” He flagged sluggish consumer demand, especially weighing on car sales in the upper luxury segment. If domestic brands keep winning buyers with quicker software updates and cheaper prices, BMW’s edge with longer range and premium cabins might not cut it. Reuters
So BMW finds itself threading a thin line: it needs to steady its footing in China, but can’t afford to dive into a profit-shredding price war. Rolling out new models in Beijing sets out a firmer product pitch, yet the real test is more straightforward — can the iX3, i3, and 7 Series take their tech from the spotlight to actual sales, now that the BMW name alone doesn’t guarantee buyers in this market?
