BMW's Fresh Class and the Octopus Strategy: Embracing Tech Similar to Tesla's Design
BMW is set to revolutionise the electric vehicle market with its new "New Class" lineup, featuring a groundbreaking central supercomputer known as the "Heart of Joy." This innovative technology, set to debut in the upcoming iX3, promises to seamlessly integrate electric powertrain dynamics, driving control, and advanced driver assistance systems.
The Heart of Joy will manage electric propulsion and dynamic systems together for precise and responsive handling, improving agility and ride comfort beyond typical electric vehicles. It will also support Level 2+ autonomy compliant with UNECE R171 standards, enabling smarter lane changes and other semi-autonomous features for safer, more convenient driving experiences.
High-performance and efficiency are at the heart of the Heart of Joy. Combined with an 800V electrical architecture for ultra-fast charging and rare-earth-free motors, the supercomputer helps deliver impressive power output, quick acceleration, and greater efficiency. Sustainability is also a key focus, with the iX3 50 xDrive reaching its break-even point for CO2 emissions after just 17,500 kilometers when charged with green electricity.
The Heart of Joy will replace many small control devices, streamlining the vehicle's interior and enhancing its overall performance. It will work with new interfaces like the iDrive X infotainment system and panoramic displays, harmonizing driver interaction with vehicle dynamics and smart functions, including voice control and advanced driver feedback.
BMW's advertising campaign for the New Class features a dancing octopus, symbolising the central nervous system of the new control unit, coordinating various functions in real-time. This creative approach is BMW's attempt to catch up in the field of software, which has been considered a strength of Tesla and Chinese brands.
BMW aims to set new standards in environmental compatibility with the next generation of electric cars. The iX3, which will be built from the end of this year in the new plant in Debrecen, Hungary, is expected to hit the market early in 2026, following its official premiere at the IAA 2025 in Munich.
As the automotive industry transitions towards electric mobility and increasing demands for autonomous driving functions, BMW's Heart of Joy represents a significant step forward in blending high-performance driving with advanced autonomous support, setting a new benchmark for future electric vehicles under the Neue Klasse lineup. Software and intelligence are becoming central in the industry, replacing traditional selling points like the number of cylinders or the size of the engine, and BMW is leading the charge with the Heart of Joy.
- BMW's new "Heart of Joy" supercomputer will revolutionize the electric vehicle market and the automotive industry, integrating electric powertrain dynamics, driving control, and advanced driver assistance systems.
- The "Heart of Joy" will work with new interfaces, streamlining the vehicle's interior and enhancing its overall performance, harmonizing driver interaction with vehicle dynamics and smart functions, including voice control and advanced driver feedback.
- High-performance and efficiency are key focuses of the "Heart of Joy," delivering impressive power output, quick acceleration, and greater efficiency with an 800V electrical architecture and rare-earth-free motors.
- As the automotive industry transition towards electric mobility and increasing demands for autonomous driving functions, BMW's "Heart of Joy" represents a significant step forward in blending high-performance driving with advanced autonomous support, setting a new benchmark for future electric vehicles under the Neue Klasse lineup.
