Author: Qiu Kaijun
Automobile companies are transforming into tech companies and competing to launch flagship models that represent their technological strength. For the BMW Group, that role is played by the BMW iX.
The BMW iX is the production version of the BMW Vision i-NEXT concept car. As the name “NEXT” suggests, the BMW Group has high expectations for this vehicle. It is a key vehicle for BMW’s future development, representing BMW’s automotive development philosophy in areas such as autonomous driving, vehicle connectivity, new energy, and new design.
On the evening of April 18th, prior to the Shanghai Auto Show, the BMW iX and other models were presented at the “2021 BMW Group Night,” showcasing BMW’s strongest forces in the field of transportation technology.
With the introduction of the iX, as well as the previously launched iX3 and i4, BMW’s electrification and digitization have entered the second phase. The iX is the main player in phase two. This vehicle provides a glimpse into BMW’s electrification, digitization, and new design capabilities over the next five years.
From iNEXT to iX
When BMW launched the iNEXT project, it clearly stated that the project was a cornerstone of BMW Group’s future development, and that the group and all its brands would benefit from it.
Today, the iX, a mass-produced model of the project, has finally arrived.
BMW Group has spared no praise for this model, as it truly represents BMW’s peak level in various fields.
- Design:
The most minimalist interior design in BMW history, reducing physical buttons by 50%, canceling the traditional center console, and allowing the driver and front passenger space to be connected, achieving an extraordinary sense of space.
- The first comprehensive display of the “Shy Tech Invisible Technology” concept, including:
The largest integrated floating curved screen, a first in the automotive industry. The large screen curves toward the driver’s side, with a more human eye-friendly curved structure, making viewing more intuitive and screen operation easier.
A panoramic adjustable light curtain, also an industry-first design, which BMW calls the “Bright Roof.” It provides convertible-like transparency with a seamless one-piece glass roof and can be transformed into a sunshade with one touch.
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The Latest Generation Human-Machine Interaction System: iX adopts the brand new BMW iDrive, with bold graphics, futuristic visuals, and rich light and shade. The operating interface is designed with simple floating dynamic tiles, which can be freely set according to each person’s needs. Only the home screen can meet 80% of daily needs.
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The Latest Generation Electric Drive System: Equipped with BMW’s fifth-generation electric drive technology, iX has also undergone various extreme climate and road performance tests worldwide, and has also been tested on-site in China, allowing innovative BMW iX to better adapt to China’s unique road conditions and charging environment.
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The Most Environmentally-Friendly Production Method: iX is a model built with an extreme sustainable development strategy. The BMW Group has applied its years of experience in the sustainable field to the product itself and the manufacturing concept of BMW iX, and has established very strict environmental requirements for the entire value chain and the entire life cycle of the car.
However, this is only the first appearance of the iX mass-produced car in China, and its performance parameters have not been announced. According to previous information, iX will have a range of 600-700 kilometers. The autonomous driving level may reach level L3. However, BMW has always balanced performance and reliability and stability. If it is hard to compete in terms of parameters, iX may not be particularly outstanding, but it should be at the forefront.
Digitalization and Electrification Dual Drive
At the BMW Group Night, Jochen Goller, President and CEO of BMW Group Greater China, introduced BMW Group’s plans for digitalization and electrification.
In terms of digitalization, the BMW Group is promoting the application of digital technology in various departments. Globally, the BMW Group has about 10,000 software and IT professionals. The company has promoted more than 400 applications of artificial intelligence to strengthen data-driven research and development.
Goller said that China is a front-runner market for digital innovation, and the BMW Group is also continuing to implement its digital strategy in China. In April of this year, BMW Chengmai Information Technology Co., Ltd. has begun operations, and this new company will work with the BMW Group’s existing three research and development centers in China and Leading Ideal Information Technology Co., Ltd., to jointly build a digital innovation pattern in China. At the same time, the BMW Group is committed to building a brand-new social experience for car owners and fans in the digital era. Last September, My BMW App was launched in the Chinese market, and the number of registered users has exceeded 1.5 million, becoming an important touchpoint for users to access the BMW digital ecosystem.In terms of electrification, BMW Group plans to deliver approximately 10 million pure electric vehicles globally in the next decade or so. Starting from 2025, BMW Group will launch the DIE NEUE KLASSE “New Generation” series of vehicle models, setting new benchmarks in digitalization and electrification, and elevating sustainable development to unprecedented heights.
Gallen also introduced the progress of electrification in China. BMW Group has delivered 100,000 new energy vehicles in China. By 2025, one quarter of the vehicle models delivered by BMW Group in China will be pure electric. By the early 2030s, the entire MINI lineup will also achieve electrification, while still being sold as a global brand in global markets. China will play an important role in MINI’s future strategy. BMW Group has partnered with Great Wall Motors to establish “Spotlight Automotive” and will produce pure electric MINI models in China in the future.
Phase 2 of Electrification
At the end of the BMW Group Night, an i8 plug-in hybrid supercar slowly drove away, facing the stage. It stopped at the center of the stage and looked at the iX approaching from the opposite direction for a moment. Later, the two cars crisscrossed, with the i8 driving towards the back of the stage, while the iX continued forward and arrived at the C position in front of the stage.
This special design conveys the signal that BMW has completed the baton handover for the first and second stages of electrification.
According to BMW’s plan, electrification is divided into three steps.
The first stage began with Project i in 2007. This stage applied the electrification technology explored by the i brand to the product lineup, especially plug-in hybrid models, with the typical representative being the i8.
The second stage began with the launch of products with different driving technologies on the same model – whether it is a traditional combustion engine or pure electric drive – which can be applied to the same model. All of this is based on smart vehicle architectures and highly flexible production networks.
In this stage, the representative models are BMW iX3, BMW iX, and BMW i4. The BMW iX, which embodies the most cutting-edge technology of BMW, is obviously the main model of the second stage.Starting from 2025, BMW will enter the third stage of transformation. The core product of this stage is a matrix called the “New Generation” plan. The “New Generation” model series will mainly have three features: completely redesigned IT and software architecture, a new generation of high-performance electric drive systems and batteries, and a brand new sustainable concept that runs throughout the entire vehicle lifecycle.
Between 2021 and 2025, the exploration of iX in digitalization, electrification, and design will gradually be reflected in other models. Before the arrival of the “New Generation”, iX will strive to accumulate resources and experience for BMW’s next stage of electrification.
In five years, perhaps i4 will leave the stage and the “New Generation” models will become the protagonists. There is always a new generation replacing the old. However, BMW, having gone through many trials and tribulations, has come this far by constantly challenging and surpassing itself. It should be clear that if tomorrow’s self does not outperform yesterday’s self, it will be overtaken by others.
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.