As automakers transition to electric, some have recently adopted a new strategy to expand their customer base: offer cars at affordable prices. Such is the case with Renault with its R5 E-Tech Nissan with in the Micra EV or even Tesla, who also took on the project ; although some time ago there were rumors of its abandonment.
BMW, the premium manufacturer par excellence, also seems to want its share of the low-cost pie. How? By transforming its compact cars into affordable electric vehicles. A strategy firmly aimed at young buyers.
The electric series 1 before the eyes
Capturing the hearts of young people by turning its legendary 1 Series into an electric vehicle: this is the heart of BMW’s maneuver. Information from knowledgeable circles suggests the appearance i1 and i2 models (so based on series 1 and series 2). These new iterations will coexist harmoniously with their thermal counterparts.
Bernd Koerber, head of product and brand management, recently said AutoCar BMW’s ambitions: We strive to build deep connections with the new generation », while ensuring the expansion of the brand in global markets. That’s why ecology seems to take second place in this tactic, more a goal to conquer the market than to show that BMW cares for the planet.
The announcement of the impending retirement of the Mercedes A Class, scheduled for 2026, opens a timely breach that BMW intends to exploit. Therefore, the electric 1 Series will be positioned to attract new customers. Koerber certainly admits ” lower profitability » of these future models, but highlights their crucial role in attracting a young and dynamic clientele, a cornerstone of BMW’s expansion into certain markets.
The Neue Klasse platform at the heart of the transition
At the heart of this metamorphosis lies the Neue Klasse, a brand new platform from the Munich manufacturer unveiled last fall. This will take the brand’s future electric models to another level. Vehicles built on the latter will be very well equipped: 30% increased autonomy, correspondingly improved charging speed and 25% jump in energy efficiency.
In the next two years no less than six electric models established in the Neue Klasse will see the light of day, SUVs or sedans. The future 1 and 2 Series, expected for 2027 and 2028, will be based on the NBx variant of the Neue Klasse. Specially designed for front-wheel drive and all-wheel drive vehicles, another variant, the NAx, will be dedicated to rear-wheel drive and all-wheel drive models.
We don’t have prices for food at the moment, we’ll have to be patient to see if BMW can hold its bet.
- BMW wants to develop affordable EV models aimed at young people.
- Derived from the Series 1 and Series 2, they will be designed on the Neue Klasse platform.
- They should be commercialized in 2027 and 2028.