BMW top executive: 50,000 orders for the iX3 Neue Klasse – without a test drive

Neue Klasse attracts attention

The BMW iX3 Neue Klasse is BMW’s first model on a completely new electric platform. Whereas competitors such as Mercedes-Benz and Volkswagen made the switch to dedicated EV platforms earlier, BMW deliberately waited longer. That gamble now seems to be paying off.

“Demand has been much higher than expected, both private and business,” Zipse said. “Already more than 50,000 people have ordered it, without having driven it at all.” That’s a hefty vote of confidence toward the brand, especially given the iX3’s controversial design that generated a lot of debate beforehand.

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Betting on multiple horses

BMW distinguishes itself from many competitors by sticking to a multi-drive strategy. Take the BMW 5 Series: it is available as a diesel, gasoline, plug-in hybrid and fully electric – all on the same platform. According to Zipse, BMW does not need to adjust its strategic course despite the uncertain market conditions.

That strategy gives the brand flexibility. In markets where EV adoption is slower, BMW simply sells fuel engines. In countries with strong EV incentives, the brand effortlessly switches to electric. Smart, but also expensive to develop.

Electric BMW 3 Series on the way

The iX3 was just the beginning. Later this week, BMW is pulling back the curtain on the i3 “Neue Klasse,” a model that may become even more important to the brand. The new i3 is essentially the electric successor to the 3 Series, the brand’s best-selling model for decades. If it is received as enthusiastically as the iX3, it could boost EV sales significantly.

By 2025, BMW will sell 442,000 all-electric cars worldwide. That’s about 18 percent of total sales of 2.46 million units. Not a crazy figure, but there is still plenty of room for growth. By the way, BMW M also did extremely well: 213,000 cars sold, a new record.