Author | Zhou Zhiyu
Traditional luxury brands have been losing momentum in China for years. The market share of German brands in China's passenger car sector has dropped from nearly 25% five years ago to around 14%. Meanwhile, AITO M9 and Li Auto L series have fully penetrated the price range of 300,000 to 500,000 RMB, reversing the balance of offense and defense.
BBA does have ammunition in its arsenal, but it hasn't been deployed effectively. Bayerische Motoren Werke AG's New Generation, Mercedes-Benz's MMA, and Audi's PPE have all been in a state of &#34;imminent arrival&#34; over the past few years. The Chinese market waits for no one.
On the evening of April 22, at Beijing Workers' Stadium, Bayerische Motoren Werke AG took action. Chairman Zipse led the way, with Global Sales Director Gao Le and other global board members all present—an unprecedented lineup not seen at previous auto shows. Furthermore, holding the global debut of three new generation models in Beijing rather than Munich is itself a statement.
Two months ago, Zipse visited China alongside the German Chancellor Merz, touring Unitree Robotics' humanoid robots in Hangzhou. This time, standing on the stage at Workers' Stadium, he unveiled products deeply integrated with technologies from Alibaba, Huawei, Momenta, and DeepSeek.
Gao Le revealed that by the end of 2027, 40 new or significantly upgraded models will be launched, all equipped with new generation design and technology. Wallstreetcn learned that all future models will benefit from new generation design, technology, and digital experiences, with China-exclusive new generation features installed on all models released in China.
Bayerische Motoren Werke AG aims to answer a question hanging for two years: after Chinese brands defined intelligence and restructured the luxury market, can a century-old automaker still reclaim the discourse?
<h2>A Chinese Circle of Friends Inside a Bayerische Motoren Werke AG</h2>
In the past, Bayerische Motoren Werke AG faced the most criticism in China regarding pure electric performance and intelligence. These weaknesses were addressed comprehensively in the new generation, but the approach differs completely from before.
Previously, Bayerische Motoren Werke AG's localization involved solutions developed in Munich with adaptation done in China—adding local navigation, integrating local apps, while keeping the core architecture unchanged.
This time, the process is reversed. Seventy percent of the source code for the new generation operating system X was developed and optimized in China. Voice interaction relies on Alibaba's Tongyi large model and DeepSeek's deep thinking capabilities, while the intelligent driving solution partners with top Chinese company Momenta. After experiencing the cabin, Unitree Robotics founder Wang Xingxing said: &#34;Deeply integrating with China's current technological trends achieves more than just 1+1=2.&#34;
This is not mere politeness.
Looking closely, at the cabin level, the new generation features an interaction system called Panoramic iDrive. Its core concept is the &#34;visual cone,&#34; concentrating driving information within a 30-degree field of view directly ahead. Three screens—a 3D head-up display, eye-level panoramic display, and centered control panel—form an information arc centered on the driver. Customized Amap maps achieve lane-level navigation on the head-up display for the first time, with full-chain integration of Huawei HiCar and the HarmonyOS ecosystem. The AI personal assistant goes beyond voice commands, embedding multiple agents to complete vehicle control and navigation via chat.
Changes in intelligent driving are even more noteworthy. Previously, Bayerische Motoren Werke AG relied on global supplier solutions for intelligent driving; this time, it's the first deep partnership with a Chinese local intelligent driving company, jointly developing Level 2 pilot assistance with Momenta, covering urban, highway, and parking scenarios. From the development stage, human-machine interaction, driving dynamics, and intelligent driving were treated as an integrated whole, rather than three teams working independently.
Regarding electrification, the specifications place Bayerische Motoren Werke AG in the top tier for China's pure electric segment. The extended-range iX3 offers 900 kilometers of range, while the extended-range i3 exceeds 1,000 kilometers, both featuring an 800V architecture capable of adding 400 kilometers of range with just 10 minutes of charging. Supporting these figures is the mass production of large cylindrical batteries—Bayerische Motoren Werke AG has overcome this widely recognized industry technical challenge. Battery safety is controlled from raw materials, with testing standards expanded to over 1,000 items beyond national standards.
But specifications are merely an entry ticket.
The real differentiator is Bayerische Motoren Werke AG's self-developed driving super-brain, Heart of Joy. Previously, power, braking, and steering systems had their code managed by different suppliers; now they are integrated and uniformly orchestrated by software.
A Bayerische Motoren Werke AG technician told Wallstreetcn: &#34;In this era, achieving high horsepower and fast acceleration in electric vehicles isn't difficult; the real barrier lies in controllable speed.&#34; Under 98% of driving scenarios, the new generation relies solely on regenerative braking, with mechanical brake discs disengaged, eliminating head-nodding and jerking, allowing commuters to almost eliminate motion sickness.
Zipse repeatedly emphasized: &#34;In China, for China, progressing together with China.&#34; The results speak louder than words. This generation of cabins includes more named Chinese partners than any previous Bayerische Motoren Werke AG generation. Previously, Chinese features were added to global cars; this round lets Chinese technology define the core experience of global vehicles.
<h2>A Time Race with 40 Vehicles</h2>
The three cars unveiled at the brand night event are just the opening act.
Gao Le stated clearly: By the end of 2027, 40 new or significantly upgraded models will cover all drive types and all market segments.
Zipse immediately added that China-exclusive new generation features will extend to all future models sold in China.
Not only pure electric models will use the new generation; updated versions of fuel and hybrid vehicles will also feature the new generation design language and digital cabins.
New Generation is not just a model codename. It is the underlying architecture for Bayerische Motoren Werke AG's next product cycle.
The investment scale matches this positioning. Zipse revealed on-site that investments in the global production network and new generation technology exceed 30 billion RMB. Focusing on China, Shenyang Dadong Factory received a 20 billion RMB capital injection for localized new generation production. The sixth-generation power battery project, with a 10 billion RMB investment, has completed construction and will commence operations this year. EVE Energy's large cylindrical battery base in Shenyang entered trial production last year, and CATL will begin supplying 46-series large cylindrical batteries starting this year. Since 2010, Bayerische Motoren Werke AG's Shenyang base has accumulated nearly 100 billion RMB in investment, with an annual capacity of 830,000 units. In the second half of this year, the 7 millionth Bayerische Motoren Werke AG will roll off the line in Shenyang.
Production capacity preparations are complete.
In terms of timing, the extended-range iX3 leads the charge, launching in China in the second half of the year. Followed by the extended-range i3 and the all-new 7 Series.
The 7 Series deserves special mention. As the flagship, this generation not only adopts a new design language but also features the new generation digital cockpit and AI-assisted driving for the first time. The pure electric i7 variant boasts nearly 800 kilometers of range.
Gao Le used a phrase when introducing the 7 Series: &#34;Drive a Bayerische Motoren Werke AG, ride a Bayerische Motoren Werke AG.&#34; Driving enjoyment and comfortable riding have finally been truly unified in the new generation 7 Series.
However, the pressure of the window period is real. Bayerische Motoren Werke AG's sales in China face pressure, dealers have endured price inversion for over two years, and terminal confidence needs to be genuinely restored through new vehicles.
Gao Le specifically mentioned Bayerische Motoren Werke AG's 8 million owners served in China. This existing customer base is Bayerische Motoren Werke AG's most important asset and the cornerstone of this counteroffensive.
Holding the global debut in Beijing, having core board members stand behind the initiative, and locking in a two-year offensive rhythm with 40 vehicles represents the most significant bet BBA has made on the Chinese market in the past decade. Starting from the second half of this year, the results of the new generation will be laid bare.
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BMWYY

Bayerische Motoren Werke AG held its global debut at Beijing Workers' Stadium, with all board members in attendance to showcase three new generation models. This launch marks Bayerische Motoren Werke AG's counteroffensive in the Chinese market, aiming to respond to challenges from Chinese brands in the intelligent and luxury segments. Bayerische Motoren Werke AG plans to launch 40 new vehicles by the end of 2027, all featuring new generation design and technology, particularly functions tailored for the Chinese market. Seventy percent of the source code for the new generation operating system was developed in China, signaling a major shift toward localization

- Traditional luxury brands in China are experiencing a significant decline, with German brands' market share dropping from nearly 25% to around 14% over five years.  
- BMW has launched a new generation of vehicles in Beijing, showcasing a commitment to local technology integration and aiming to regain market influence against emerging competitors.  
- The company plans to introduce 40 new or upgraded models by 2027, emphasizing a shift towards local partnerships and technology to enhance their electric and intelligent driving capabilities.

Board Members All Present as Bayerische Motoren Werke AG Launches Major Counteroffensive