BMW doubles down on software to take on Tesla, Chinese EV rivals
BMW CEO Oliver Zipse speaks at the 21st Shanghai International Automobile Industry exhibition at the National Exhibition and Congress Center in Shanghai on 23 April 2025.
Hector retamal | AFP | Getty Images
German car giant BMW Chinese opponents and Elon Musk’s struggle for the struggle of a software controlled electric vehicle fleet is preparing to use the brand value doubles. Tesla.
CNBC’ye next week before Munich Car Show, European car manufacturers are expected to encounter Chinese new BMW CEO Oliver Zipse, IX3 Sports auxiliary vehicle introduced the world premiere.
SUV is the first production model developed as a part of BMW’s long -awaited Neue Klasse platform.
Munich based company wants to release More than 40 New and updated vehicles are released until 2027 because they try to keep up with competitors.
Zipse, CNBC’den Annette Weisbach’a IX3 on Friday, the first output of a five -year journey, he said.
Zipse, “The most important and largest investment we have ever made and shows the way to the future. And what you see here is just the first car of a series of models that use the same technologies.” He said.
BMW tried to revolutionize the digital offer of the so -called new models. “Super Brain Architecture“It replaces the hardware with a central computer system.
The company says the “completely new digital nervous system” for the Neue Klasse platform is more than 20 times the information processing power production.
These digital platforms provide basic vehicle functions such as climatic control and comfort features as well as information processing capacity for automatic driving and information -entertainment functions.
The pressure of emphasizing the technological development of the company is trying to close the gap with former European car manufacturers, software -defined vehicles. In addition to Chinese manufacturers such as XPeng and BYD, US home manufacturer Tesla is currently dominating this area.
“There is violent competition, especially in China price competition. There are many new players on the market [and] There is a difficult struggle for market share, Zip Zipse said.
Zipse, on the other hand, said the company has a market share just above 3% worldwide and does not have to compete in every Sunday segment. Zipse said that it is the brand value of the company.
Zipse, “BMW is a promise. Brand, having the highest possible quality, having the latest technology and very customer -oriented promise. I think this is very important.” He said.
BMW shares are 13% annually.
