Ten Years of i Brand: BMW Launches iX at Guangzhou Auto Show

Author: Qiu Kaijun

This year marks the 10th anniversary of the i brand. BMW has been talking about it since the beginning of the year until the Guangzhou Auto Show near the end of the year. This indirectly confirms how important the i brand is to BMW.

On November 19th, BMW launched its fourth i brand vehicle, the iX, at the Guangzhou Auto Show, with a suggested retail price of 846,900 yuan. “For accurate price information, please refer to the big screen,” said BMW (China) Automotive Trading Co., Ltd. CEO Shao Bin, who remained calm when announcing the price.

Is 846,900 yuan expensive?

Let’s take a look at Tesla: their flagship Model S Plaid costs 1,059,990 yuan without optional features, such as an autopilot suite.

Will rich people buy a BMW or a Tesla?

BMW seems to be dissatisfied with being compared to Tesla by consumers. BMW Group Chairman Zipse has spoken about Tesla on multiple occasions.

Zipse said:

“Tesla doesn’t belong to the high-end market; it just likes to promote sales growth through price cuts.”

Zipse also said:

“Our difference is in our standards of quality and reliability.”

BMW also speaks through its products. With the release of the iX, its positioning as the flagship of the company’s technology and its price send a clear signal that it is the global benchmark for luxury electric cars.

iX – A Decade in the Making

Now that ten years have passed since the establishment of the i brand in 2011, BMW has not only brought electric technology but also explored and inspired innovation in all aspects of technology.

The iX is the fourth i brand product after the i3, i8, and iX3. BMW positions it as the flagship of its technology, representing the highest level of technology in every aspect.

The BMW iX comprehensively defines the future of luxury travel from the perspective of design, performance, technology, and sustainability.

In terms of design, the iX follows the minimalist “from the inside out” design concept, drawing inspiration from natural elements to create its exterior and interior. Shy Tech, an invisible technology, is a highlight of the interior, satisfying the needs of drivers and passengers through subtle yet innovative features, such as standard rainbow-colored glass controls and a panoramic adjustable light roof.

In terms of performance, the iX adopts BMW’s fifth-generation eDrive electric powertrain technology. The maximum range under the CLTC standard is up to 665 kilometers, with a dual-motor delivering a maximum output power of 385 kilowatts and peak torque of 765 Nm. The zero-to-100 km/h acceleration is as fast as 4.6 seconds, and the energy consumption is as low as 18.5 kWh/100 km.In terms of intelligent technology, iX is the first model equipped with the new iDrive of BMW. BMW Operating System 8.0, an integrated floating curved screen, redesigned control panel and user interface, as well as powerful connectivity and data processing capabilities, provide users with unprecedented human-car interaction experience.

In terms of driving experience, BMW has always maintained excellent driving pleasure in electric vehicles. iX is equipped with a number of hardcore chassis technologies at the level of large luxury cars, such as front double wishbone and rear five-link suspension, adaptive dual-axle air suspension, electronic control shock absorbers, and xDrive all-wheel drive, providing users with a high level of driving comfort and BMW’s unique sporty handling characteristics. The new car also features BMW’s first adaptive brake energy recovery system, adding more driving pleasure.

i4 – A New Benchmark for Enjoyable Driving in Electric Vehicles

At the Guangzhou Auto Show, BMW’s fifth i-brand model – the i4 – made its debut at a domestic auto show for the first time, and is planned to be launched in the first half of next year.

i4 is BMW’s first pure electric four-door coupe, inheriting BMW’s outstanding sports genes, integrating exciting driving pleasure, sporty coupe aesthetics, and digital technology into one, establishing a new standard for enjoyable driving in electric vehicles.

i4’s design blends modern, elegant sports style with spacious four-door coupe space and functionality, while achieving zero emissions. The new car is equipped with new digital luxury technology, bringing a brand-new human-machine interaction experience for the future. The all-new BMW iDrive, BMW Operating System 8.0, an integrated floating curved screen, redesigned user interface, and powerful connectivity and data processing capabilities.

Equipped with the 5th generation eDrive technology, advanced chassis technology, intelligent lightweight design, and excellent aerodynamic characteristics, the innovative BMW i4 achieves excellent range and dynamic handling.

The new car will offer two models: BMW i4 eDrive40 and BMW i4 M50.

The maximum output power of i4 eDrive40 is 250 kW/340 horsepower, with a peak torque of up to 430 Nm. It only takes 5.7 seconds to accelerate from zero to 100 km/h, and the highest range under CLTC standard can reach approximately 625 km.

The maximum output power of i4 M50 can reach 400 kW/544 horsepower, with a peak torque of up to 795 Nm. It only takes 3.9 seconds to accelerate from zero to 100 km/h, with a range of approximately 560 km under CLTC standard.

i4 M50 is also the first pure electric vehicle in the BMW M family, and the first time that BMW M’s uncompromising pursuit of performance and BMW i’s pursuit of innovation spirit are perfectly integrated, creating an extraordinary high-performance driving machine.## BMW’s Comprehensive Electrification

“Over the years, i3 and i8 have enabled us to accumulate technology and explore new business models through the sedimentation of niche models,” said Shao Bin. Starting with the iX3, BMW’s mainstream vehicle electrification is on the rise, and BMW’s i series has entered its second phase.

He introduced the sales situation of iX3: “After experiencing the climb in the first half of the year, the monthly sales of iX3 stabilized at around 2000 units, and orders for November are expected to exceed 3000 units.”

In the first 10 months of this year, iX3’s total sales exceeded 15,000 vehicles.

Represented by the iX3, iX that was launched this time, and the upcoming i4, BMW Group is comprehensively promoting electrification strategies and product line expansion, entering the second phase of electrification transformation. In the future, BMW Group will continue to quickly advance its electrification product offensive. By 2023, BMW will offer approximately 13 pure electric vehicle models globally, covering almost every segment market that the BMW brand has entered.

By 2025, BMW will enter a new phase of electric vehicle development and launch the “New Class” series of vehicle models (DIE NEUE KLASSE). By 2030, pure electric vehicle models are expected to account for half of BMW Group’s global sales. By the beginning of 2030, the entire MINI lineup will achieve full electrification.

Undoubtedly, the war for intelligent electric vehicles has already begun. In the luxury market, facing challenges from Tesla and others, BMW wants to prove that it is the definers of luxury electric vehicles.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.