BMW unveils Neue Klasse electric car to compete with Tesla

German luxury carmaker BMW is aiming to replicate the success of its Neue Klasse brand with electric cars. Today, at the Munich motor show, it unveiled a prototype electric car from the new range, which is due to go on sale in 2025 and is intended to help the automaker catch up with electric vehicle pioneer Tesla of the United States, Reuters reported.

In the 1960s, BMW’s future was uncertain. The automaker was overshadowed by Volkswagen and Mercedes-Benz, as well as by US giants. The company’s management then bet on a new range of cars, which it called Neue Klasse, or “new class.” The range helped make the automaker one of the industry’s most successful players. Now, the brand is set to represent the group’s transition to electric mobility and digitalisation.

The new electric car in the Neue Klasse range is the same size as the current 3 Series, the automaker’s best-selling model line. It features head-up displays projected onto the windscreen, as well as some traditional design elements. Chief Executive Oliver Zipse said its range and charging speed are 30 percent better than those of today’s electric cars. The price has not yet been set and will be announced shortly before mass production begins.