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BMW, in collaboration with its lead agency Jung von Matt Hamburg, has unveiled an international launch campaign for the new BMW iX3. The campaign, themed “The first of a new era,” positions the iX3 as the inaugural model built on the brand’s future-forward Neue Klasse platform. This launch signifies a new chapter for BMW, emphasizing electric mobility, digitalization, and sustainability, all while redefining the brand’s signature Sheer Driving Pleasure.
Key Highlights
- BMW and Jung von Matt have launched a new international campaign for the all-electric BMW iX3.
- The campaign positions the iX3 as the first model of the Neue Klasse, a new vehicle generation focused on electric mobility, digitalization, and sustainability.
- Key innovations include the new BMW Panoramic iDrive, a high-performance control unit called the “Heart of Joy,” and a minimalist design language.
- The BMW iX3 offers an impressive all-electric range of up to 805 kilometers (WLTP).
- The global campaign features a brand film, ten product short films, and optimized social media content.
A New Era of Driving Pleasure
The Neue Klasse platform marks a significant moment in the automaker’s history, drawing parallels to the first Neue Klasse of the 1960s which was foundational to BMW’s global success. According to Bernd Körber, Head of Product & Brand Management for BMW, today’s Neue Klasse ushers in a new era focused on customer experience. “It stands for electric mobility without range anxiety and for a digital experience that uses intelligent solutions to put our customers at the center,” Körber explained. He added that the platform also represents a commitment to sustainable production and a new chapter for driving pleasure.
Andreas Ernst, Managing Director at Jung von Matt Hamburg, noted that while innovation is key in a rapidly changing automotive market, a brand’s emotional promise is what sets it apart. “BMW literally invented driving pleasure,” Ernst stated. “Its Neue Klasse now transports it into a new era.”
Global Campaign Showcases BMW’s Future
The centerpiece of the international campaign is a brand film produced by Tempomedia. The film premiered following the BMW iX3’s debut at the IAA Mobility 2025 and is set to be distributed across global television and digital channels. The film honors BMW’s rich history by featuring legendary models like the BMW 1800, BMW M1, BMW 3 Series, BMW X5, and the electrified BMW i8. These iconic vehicles are depicted “coming home” to the BMW Headquarters to witness the birth of the iX3, which serves as a bridge between the company’s storied past and its electric, digital, and sustainable future.
In addition to the main film, the campaign is supported by ten product short films, a product launch film, and content specifically optimized for social media, all designed to be deployed globally. In parallel, BMW has also refreshed its brand design in collaboration with BECC Agency GmbH and developed a new visual language with photographer Alex Rank.
Key Innovations of the BMW iX3
With the new BMW iX3, the company is highlighting key innovations from its Neue Klasse platform. These include the new BMW Panoramic iDrive, a high-performance central control unit known as the “Heart of Joy,” and a new, minimalist design language. The vehicle’s performance underscores BMW’s ability to merge progress with its core promise of driving pleasure. The BMW iX3 50 xDrive boasts an impressive all-electric range of up to 805 kilometers (WLTP combined), with an energy consumption of 17.9 – 15.1 kWh/100 km and zero CO2 emissions.
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