German auto giant BMW on Wednesday launched its first "Neue Klasse" models tailored specifically for the Chinese market, debuting a framework built on digitalization, sustainability, and next-generation electric mobility.
The long-wheelbase iX3 and i3 made their debut in Beijing at the ongoing 2026 Beijing International Automotive Exhibition, also known as Auto China 2026. As the first Neue Klasse models developed "in China, for China," these vehicles place BMW’s largest global market at the heart of the company’s next major electric push.
Following the unveiling, BMW chief Oliver Zipse declared the company was entering a new era in China through deeper integration with local partners.
"We're starting a new era for BMW in China. We offer a new platform, which is not only electric, which offers a new user interface, which offers the latest Chinese technology in the cars, which has been created together with Chinese partners -- Momenta, Huawei, Alibaba, Banma and so on. And that is the promise to continue the story of sheer driving pleasure with all its elements," said Zipse.
"It's a global architecture. But at the same time, we can adapt it locally. That is why we have so many Chinese partners participating in that concept. And that works very well. We adapt locally while it's a global architecture," he added.
Zipse said the new models entered the German market three months earlier, drawing more than 50,000 orders and boosting BMW’s confidence in their China launch. He believes the vehicles will be a hit with Chinese buyers.
"The Chinese customers, they want the latest technology. They want the best cars. And we are fulfilling their promise. It's a completely new design for BMW as you see in the front. You know, we never had that kind of design. Very modern, very new. It's the first extended version. You can only buy that car in China. And I think it's exactly that requirement has to be intelligent, but also longer because a lot of people are [driven] in the backseat. And that has been designed 'With Chinese customers, For Chinese customers'," said Zipse.
Beyond the product launch, Zipse highlighted his enthusiasm for China, calling it a place of innovation and energy.
"I mean, look around. It's bustling. It's innovative. It's future oriented. I love being here because it's not only modern, it's future orientated. People want to see new things. It's so exciting for me to come here. Whenever I come here I learn something new, I feel welcome. We have great discussions with the politicians, with the business partners and with our customers. This is a buzzy feeling which I really enjoy. And it's the best place to launch these new cars," said Zipse.
This year's auto show has brought together leading automakers, technology companies and supply chain manufacturers from 21 countries and regions worldwide.
Fully utilizing all exhibition spaces at both the China International Exhibition Center (Shunyi Hall) and the Capital International Exhibition Center of China, Auto China 2026 has a record-breaking total exhibition area of 380,000 square meters, making it the world's largest auto show by exhibition area.
A total of 1,451 vehicles, including 181 debut models and 71 concept cars, are being showcased at the event, which is scheduled to run through May 3.
BMW launches Neue Klasse models tailored for China at Auto China 2026
