BMW’s development chief Frank Weber made it clear at CES 2025: “A BMW is a BMW.” Speaking at a Las Vegas media roundtable, he emphasized that powertrain choice won’t dictate how future BMWs look.
The automaker’s upcoming Neue Klasse EVs will share their design DNA with gas-powered models — a strategy that’s already paying off. BMW sold 426,594 electric vehicles in 2024, outpacing both Audi (164,000) and Mercedes-Benz (185,100) combined.
“We can only have one design,” Weber explained. “There is no difference between an ICE car and a battery electric car.” He believes having separate designs risks making one version feel outdated compared to the other.
This approach marks a significant shift from BMW’s earlier EVs. The futuristic i3 and the dramatic i8 plug-in hybrid stood apart from their conventional siblings. Even the current iX crossover SUV features distinct styling, though it might bridge the gap between today’s lineup and the upcoming Neue Klasse vehicles.
BMW’s current electric models — the i4, i5, and i7 — already demonstrate this unified approach. They share clear visual DNA with their gas-powered counterparts, differing only in subtle details like grille shapes and rear diffusers.
Weber criticized competitors’ divergent EV designs as “probably one of the biggest mistakes.” Mercedes-Benz, for instance, adopted a distinctive cab-forward look for its EQ lineup that contrasts sharply with its traditional models — though their electric G-Class maintains its iconic appearance.
The strategy extends beyond aesthetics. BMW will keep its familiar numerical model hierarchy, from the X1 to the 7-Series. “This is so precious that you have a certain hierarchy that people know what to get,” Weber said.
Dealers report that customers aren’t fixated on specific powertrains. They’re asking themselves, “Am I ready?” for an EV. BMW’s approach allows them to choose without pressure.
“The more relaxed we are and the more they feel respected in the strategy of the company, the easier it is to sell vehicles,” Weber noted.
