Oliver Zipse, Chairman of BMW: A century-long history is not a burden. It truly teaches us how to build cars.

"A 109-year history is not a burden but allows us to truly understand how to build cars." On September 5th, after the launch of the new-generation BMW iX3, Oliver Zipse, the Chairman of the BMW Group, said straightforwardly to the media.

After Mercedes-Benz set a long-range standard of 866 kilometers for its electric vehicle CLA in its transformation, BMW, its luxury sibling company, was not willing to lag behind.

The new-generation BMW electric vehicle iX3 made its global debut in Munich on September 5th. A long-wheelbase version will be launched in the Chinese market next year. As a mid - to large - sized pure - electric SUV, it has a CLTC range of 920 kilometers, is equipped with a 108 - kWh large - cylindrical battery, and has a super - fast charging capacity of adding 372 kilometers of range in 10 minutes.

The new-generation BMW iX3, Photo: Official

In comparison, the maximum range of Xiaomi's popular domestic electric vehicle, the YU7, is 835 kilometers.

German luxury brands in the storm of electrification competition are struggling to launch their transformation works. Judging from several core electric power indicators, these traditional powerhouses do not seem to be showing weakness.

In addition to being underpinned by high - performance large - cylindrical batteries, the long - range performance of the new - generation BMW iX3 also comes from a new driving control system.

It is reported that this control center is called the BMW Driving Super Brain (Heart of Joy), which can integrate the powertrain and driving dynamic functions, achieving a response delay of less than 1 millisecond.

More importantly, this driving control system can also achieve efficient energy recovery. According to BMW engineers, 98% of daily braking can be completed through energy recovery. That is to say, during the daily driving of BMW iX3 owners, the vehicle's braking system is hardly used most of the time, and the braking components are only triggered in 2% of the driving conditions.

At the same time, this driving control system also supports gentle braking. In 36Kr's actual test drive of the new - generation BMW iX3, the vehicle came to a stop quite naturally, almost achieving a seamless braking experience.

This might be the reason why, despite being in the storm of competition, BMW is not in a hurry to follow other foreign brands in launching "specially - made models" for the Chinese market.

"Currently, we are not making models specifically for China, not because we can't, but because we think the timing is not right," said Oliver Zipse, the Chairman of the BMW Group.

He believes that BMW's irreplaceable advantage is that "experience" defines BMW. "All technical and design details are systematically integrated to jointly create a complete vehicle - using experience."

At the same time, BMW uses its global production system and industrial resources to fulfill its product promises. For example, in the Chinese market, it cooperates with Alibaba, Huawei, DeepeSeek, Momenta, etc. to enhance its intelligent capabilities and achieve the mainstream level of cockpit digital interaction and urban pilot - assisted driving.

It also cooperates with battery manufacturers such as EVE Energy and CATL. In late 2024, trial production of large - cylindrical battery packs was launched at the Shenyang production base.

Of course, Zipse also said that the long - wheelbase version of the new - generation BMW iX3 is already the most "China - adapted" BMW.

It is reported that in addition to catching up in terms of intelligence, the new - generation BMW iX3 has also undergone exclusive tuning and optimization of the chassis and suspension system according to typical Chinese road conditions and driving preferences. In terms of comfort, the wheelbase has been lengthened by more than 100mm to increase the rear - seat legroom. The exclusive rear - seat was carefully developed by the Shanghai team, with a thicker and longer seat cushion to ensure comfort during long - distance travel.

In addition to its electric power performance comparable to that of leading electric vehicle companies, another highlight of the new - generation BMW iX3 lies in its self - developed near - field projection head - up display technology, which replaces the traditional dashboard. It can project information onto the black coating at the bottom of the nano - coated windshield, providing a large - area, 4K - level ultra - clear, long - view display effect that is not affected by polarized sunglasses.

In terms of exterior design, the new - generation iX3 pays tribute to the 1960s BMW 1500 model with classic elements, retaining the classic double - kidney grille, angel - eye headlights, and the typical proportions of SAV models.

Of course, judging from the overall vehicle configuration, domestic mid - to large - sized SUVs have formed a comprehensive advantage in terms of comfort and family - use positioning. Refrigerators, large - screen TVs, and comfortable seats have almost become the industry standard.

BMW's new - generation iX3 relies on the company's foundation in electrification and technology to support the core capabilities of the product. However, to achieve a breakthrough in the Chinese market, in - depth operation is still needed.

Facing the fierce competition in the Chinese auto market, Zipse showed a long - term commitment. He believes that BMW has a 3.2% market share globally. "We only need 3.2% of our target customers to understand us. We'll have more time to communicate with the remaining 97%."

"The new generation will fulfill all our product promises, whether in China or globally. We believe we will still have a place in the market."

The following is a slightly edited transcript of an interview with the Chairman of the BMW Group by the media:

Question 1: Currently, many consumers look at emerging pure - electric brands first when buying electric vehicles. Many consumers think that the trustworthiness of pure - electric vehicles from traditional luxury brands is low. How does BMW address this issue?

Question 2: Currently, in China, we still follow the model of lengthening and making minor adjustments to global models. Will we, like some of our German counterparts, develop a model specifically for China and even export it back to the world?

Zipse: Ultimately, buying a car is about buying peace of mind. Some models have strong power and good data, and it's understandable that customers choose them. However, the automotive industry is extremely complex. BMW provides customers with the most innovative and best - system - integrated products. A 109 - year history is not a burden but allows us to truly understand how to build cars.

We also have a stable business model that can ensure long - term quality and spare - parts supply. Our products make commitments in terms of design, software, and system integration, won't become obsolete easily, and have a high resale value.

It can't be said that traditional enterprises lack innovation. Our long history proves the reliability of the company and the safety of the products. Currently, our global market share is 3.2%. We only need 3.2% of our target customers to understand us. We'll have more time to communicate with the remaining 97%. The new generation will fulfill all our product promises, whether in China or globally. We believe we will still have a place in the market.

Currently, we are not making models specifically for China, not because we can't, but because we think the timing is not right. BMW attaches great importance to the Chinese platform and also values the capabilities of Chinese suppliers and manufacturers. Chinese customers have unique requirements in terms of system integration. The long - wheelbase version of the new - generation BMW iX3 is the most "China - adapted" BMW. With the launch of the new - generation models, their "China content" will be unprecedentedly high.

Question: Does the launch of the new - generation BMW iX3 in China mark the transformation of the Chinese market from a sales contributor to a technology exporter? Did BMW gain any core insights into Chinese consumers when developing the exclusive cockpit and driving experience for China?

Zipse: We have been deeply involved in the Chinese market for over 30 years. We have the world's largest production base in Shenyang, four major innovation bases in Beijing, Shanghai, Shenyang, and Nanjing, and three software development companies.

We are very in tune with China, understand what Chinese customers think, and are aware of the fierce competition in the Chinese market. Chinese automakers and the vast supply network have a great influence globally.

We conduct R & D in and for China, which has greatly enhanced our capabilities. We also collaborate with Chinese suppliers and partners. For example, the battery cell suppliers for the new generation are EVE Energy and CATL.

Question: Can it be said that BMW's decades - long cooperation with China has been upgraded? Has our long - term presence in China injected some new DNA into this respected century - old brand?

Zipse: I believe that the level of globalization will further increase in the future. This is an inevitable trend driven by brand and technological progress, and BMW will become more and more globalized. In terms of core values, BMW knows how to build good cars that are fun to drive, safe, and reliable. This is our global approach and our values, which remain relevant over time. Combining German engineering capabilities with Chinese spare - parts supply and global brand building forms a global combination. The new generation will lay the foundation for the next step of globalization.