Chris Bryant, Columnist

BMW, the Anti-Tesla, Is Playing the Long Game on EVs

The cautious German automaker has earned the right to take a big risk with its Neue Klasse tech.

September 5, 2025 at 4:00 AM UTC

Chris Bryant is a Bloomberg Opinion columnist covering industrial companies in Europe. Previously, he was a reporter for the Financial Times.

The new BMW iX3, the first of the Neue Klasse — The new BMW iX3, the first of the Neue Klasse
Photographer: Fabian Kirchbauer/BMW

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It’s easy to be gloomy about European automakers facing intense competition from technologically sophisticated and lower cost rivals like BYD Co. and Xiaomi Corp. But at least one Western manufacturer, is aiming to convince customers and investors it can compete with the best that China or Tesla Inc. offer — and I reckon BMW AG might have found a sweet spot.

On Friday, the German automaker unveils the electric iX3 sport utility vehicle. Car launches are generally overhyped and quickly forgotten, but this one matters: It showcases the advanced hardware and software that will underpin future BMW models, both battery-driven and gasoline-powered.