Spotted: the BMW 1800, the BMW M1, the BMW 3 Series, the BMW X5, and the electrified BMW i8 are lining up to return to the carmaker’s headquarters in a new international campaign that announces the launch of the first model of the Neue Klasse platform. Developed with the help of BMW‘s lead agency Jung von Matt Hamburg, the ad marks the start of new beginnings in the company’s life, where electric mobility, digitalization, and sustainability take center stage.
Under the tagline “The First of a New Era,” BMW unveils “a new chapter of electrified performance,” with the BMW iX3 leading the way from the brand’s iconic past to its electric future -โ a future that pays homage to the company’s history while redefining the concept of the Sheer Driving Pleasure, the essence of the brand’s DNA.
“It was the first Neue Klasse, in the 1960s, which laid the foundations for the global success of BMW. Today’s Neue Klasse takes us into a whole new era, which starts with the BMW iX3 as the first model from this new vehicle generation. It stands for electric mobility without range anxiety and for a digital experience that uses intelligent solutions to put our customers at the centre. Moreover, it stands for sustainable production committed to responsible action. But most of all, it starts a new chapter for driving pleasure. The Neue Klasse goes along with a new era in marketing — an era fully focused on our customers. They can now experience a highly advanced configurator as well as innovative services that are more intuitive and personal than ever before. Our brand film illustrates this sense of a new beginning — while demonstrating that the Neue Klasse is more than a vehicle: it is a promise to shape the future of BMW,” explained Bernd Kรถrber, Head of Product & Brand Management for BMW.
Andreas Ernst, Managing Director at Jung von Matt Hamburg, added: “The automotive market is undergoing the most sweeping change in its history. For a brand like BMW that tends to be ahead of its competitors, innovation is key. But to set itself apart on the global stage in the long term, every brand needs a relevant promise that speaks to emotions — and that is something BMW has more of than any other car brand. BMW literally invented driving pleasure. Its Neue Klasse now transports it into a new era.”
The campaign’s centerpiece is a two-minute-long video, which premiered at IAA MOBILITY 2025 in Munich. Crafted by production house tempomedia, the film walks viewers through the company’s past, where the legendary cars embark, one by one, on a new journey to make it back home to welcome the iX3.
The initiative also includes 10 product short films, one product launch film, and custom social media content. Simultaneously, BMW introduces a series of new changes, such as a refreshed brand design developed with BECC Agency GmbH, Munich, along with a new visual language, captured by photographer Alex Rank.
CREDITS
Brand: BMW
Agency: Jung von Matt Hamburg
