Adapting to the New Era: How a Century-Old Automaker is Embracing Electrification and Intelligent Technology

How a Century-Old Auto Company is Adapting to the Wave of New Energy and Intelligence

During the 2025 Shanghai International Auto Show, BMW Group showcased over 30 new models across its three major brands, along with several groundbreaking technologies. Currently, the global automotive industry is entering a phase of deep integration between intelligence and electrification. How can traditional automotive companies maintain their advantages and explore new opportunities in this transformation?

Driving Experience at the Forefront

BMW Group Chairman, Oliver Zipse, stated that the company’s innovation is encapsulated in the concept of the “new generation,” which transcends a single model. It represents a comprehensive leap in areas such as artificial intelligence, driving dynamics, powertrains, battery technology, and operational philosophy. The new generation aims to elevate the pure joy of driving to unprecedented heights.

The new generation of vehicles is equipped with three core technologies: the BMW Driving Control Super Brain, the panoramic iDrive, and a revolutionary large cylindrical battery. The Driving Control Super Brain, developed in-house, integrates the power transmission system with driving dynamics control, achieving a response time of under 1 millisecond—about five times faster than current mainstream control systems. This means that as a driver lightly presses the accelerator, the system synchronously completes complex decisions related to torque distribution and suspension tuning.

At the Shanghai Auto Show, BMW’s booth featured an impressive “cinema” version of the new generation’s super sensory intelligent cockpit, capturing the attention of numerous visitors. Instead of a traditional dashboard cluttered with buttons, it features a “visual cone” system composed of four interactive interfaces: a panoramic display, 3D head-up display, super sensory intelligent control steering wheel, and a central control unit. This layered information layout allows drivers to access critical data without taking their eyes off the road.

Technology should not distract from focus but rather extend driving instincts. In 2004, BMW became the first automotive brand to widely adopt head-up display technology. By 2025, the new generation will incorporate an advanced 3D head-up display that uses industry-leading oblique projection technology, allowing navigation arrows to appear “stuck” to the road and speed limit signs to seem suspended in front of the car. This innovative approach presents essential driving or navigation information more naturally, making driving safer and less distracting.

The panoramic iDrive system aims to offer drivers “just the right intelligence.” Based on over 2,500 hours of research into user behavior in China, BMW’s development team has identified five high-frequency usage scenarios, localizing everything from onboard navigation to voice interaction. The new generation operating system X integrates popular local apps like WeChat and Douyin, making BMW a car that truly understands its users, thus rooting intelligence in real-life scenarios where it can be genuinely useful.

BMW’s commitment to the “driving experience first” philosophy emphasizes that no matter how technology evolves, it must always prioritize human-centric principles.

From Transportation to Intelligent Ecosystem

As the automotive industry undergoes a new wave of transformation, BMW has been early in applying electrification and intelligence technologies across a range of products, particularly the new generation models, which carry high expectations.

“Through an open technology strategy, we provide our customers with the latest innovations that span all brands and powertrains—allowing them to freely choose the products that suit them best. This strategy has proven successful globally,” Zipse noted. He emphasized that innovation is not just about the development of individual technologies but about integrating all technologies to comprehensively meet customer needs. “We seek not just flashy technology, but technology that customers can use confidently and effectively.”

While rapidly advancing innovation, BMW consistently upholds the principle of “safety first,” ensuring that every new technology offers reliable and safe mobility. The company has invested heavily in a driving simulation center and a future mobility development center to rigorously test and verify technology during the development process. Zipse pointed out that “consumers are increasingly focused on the ‘traditional values’ of automobiles, such as safety, product quality, system integration capabilities, and brand building. These are precisely where BMW excels.”

With rapid technological advancements, the application of artificial intelligence (AI) in automotive products is becoming a new trend in the industry. AI not only changes production methods but also redefines user experiences, pushing the automotive industry from a “transportation tool” to an “intelligent ecosystem.”

At the Shanghai Auto Show, BMW unveiled two exclusive AI systems for the Chinese market, “Car Expert” and “Travel Companion,” co-developed with Alibaba. These AI systems, based on Alibaba’s massive language model, will debut in domestically produced BMW new generation models in 2026. The former analyzes weather and road conditions in real-time to suggest optimal driving modes, while the latter can handle complex requests like “avoid highways and pass by popular restaurants,” planning an entire journey like a personal concierge.

These AI systems are not mere technological showcases; their training data comes from the anonymized driving behaviors of 6 million Chinese car owners, ensuring that every suggestion aligns with the genuine needs of local users. Technology is not just cold code; it becomes an empathetic travel companion that understands emotions and provides proactive care.

In China, For China

BMW has established a strong presence in the Chinese market for over 30 years, currently employing around 28,000 people and closely collaborating with nearly 500 local suppliers, continuing to invest heavily for long-term growth. Since 2010, BMW has invested approximately 116 billion RMB in its Shenyang production base, the largest investment BMW has made outside Germany.

“BMW remains dedicated to ‘in China, for China, and innovating at China’s pace.’ We are partnering with local pioneering companies to rapidly implement breakthrough technologies,” Zipse remarked. BMW has established the largest and most comprehensive research and development network outside Germany, with four major R&D and innovation bases located in Beijing, Shanghai, Shenyang, and Nanjing, equipped with full-process automotive R&D capabilities and complete intelligent connected vehicle software development capabilities.

Zipse emphasized that while BMW is a German company, its largest market is in China.

“The strategic importance of the Chinese market in BMW’s global innovation landscape is increasingly highlighted, playing a crucial role in the leap-forward development of new generation technological innovations.” The Shanghai design team is leading the development of new generation models tailored specifically for the Chinese market, blending local aesthetics with advanced functionality.

BMW also drives collaborative progress within the supply chain, fostering a healthy “whole and zero” relationship and becoming a positive cycle of “innovation partners.” In China, BMW works with approximately 460 local suppliers, including leaders like Yanfeng and CATL. This cooperation extends beyond mere commercial relationships, forming an ecological alliance for technological advancement.

Currently, BMW’s collaborations with Chinese partners have entered a new phase, jointly focusing on innovations in intelligent mobility and promoting high-quality development in the Chinese automotive industry. “Artificial intelligence is one of the key areas for future collaboration,” Zipse stated, adding, “We are deepening strategic partnerships with leading Chinese tech companies, integrating cloud interaction capabilities with personalized experiences driven by generative AI.”

As Zipse aptly noted, “To succeed in the global market, we must not only create globally attractive products but also deeply cultivate each local market.” In China, BMW is confidently accelerating its innovation pace, leveraging the new generation of models, a robust Chinese R&D system, deepened local collaborations, and a commitment to responsibility, thereby crafting a new chapter in brand development and providing Chinese users with smarter, more convenient, and sustainable mobility solutions.