To share this moment with its multi-thousand workforce, the company’s management organized a series of presentations in Munich. The world premiere was repeated seven times, becoming a large-scale corporate festival of technology and professional pride.
The BMW Park arena changed its profile for three days: powerful beats, a light show, and a parade of historical 3 Series models created an atmosphere of triumph. On Wednesday, in addition to the press, the hall was filled with developers and assembly line workers — those who created the novelty. A competition for the loudest applause arose between departments in the hall. In total, more than 20,000 employees from the 50,000-strong staff of the Munich sites attended the event. This occasion became the largest corporate celebration in BMW history.
The new BMW i3: world premiere with a festive celebration in Munich
The new i3 became the second representative of the promising Neue Klasse (New Class) generation, following the previously presented iX3. For Munich residents, this model is of key importance: while the iX3 is produced in Debrecen, Hungary, the i3 sedan will begin rolling off the assembly line at the main plant in central Munich as early as August.
The century-old plant has undergone a deep transformation. The group directed more than 600 million euros into rebuilding the workshops to Neue Klasse standards. By 2027, the factory will completely abandon internal combustion engines. The transition required difficult decisions: engine production was closed, and specialists had to undergo retraining or move to branches in Austria and England. The success of the i3 now guarantees the stability of the Munich site for the future.
The choice of the 3 Series to start a new era is not accidental. Since the 1970s, more than 20 million units have been sold, becoming a symbol of the brand. The name Neue Klasse is a historical reference to 1961, when a model family of the same name saved BMW from collapse. Nostalgia was actively used at the premiere: seven previous generations of the 3 Series cruised through the hall. BMW CEO Oliver Zipse drove out to the public in a red E46 from 1998, noting that the new i3 is a car that has “leapt over an entire generation.”
BMW pins all hopes on the electric generation
The group’s strategy is focused on electrification: in the coming years, 40 models are planned to be brought to market based on the new platform. After a period of criticism regarding design and software, German manufacturers are once again demonstrating confidence in their strength. The international press has already praised the BMW novelties, noting that the German industry maintains its status as a technological leader.
BMW is betting on a combination of recognizable design and innovation. Experience with the iX3 crossover showed the viability of this tactic: 50,000 pre-orders have been received for the model, stretching the waiting period until 2027. Experts praise the technological filling, including a panoramic display covering the entire area of the windshield. The fact that competitors from China are already trying to copy these solutions is perceived in Munich as a compliment.
“I can well imagine the i3 reviving the global sedan market”
Head of Sales Jochen Goller expressed confidence in the commercial success of the novelty, predicting that the i3 will play the role of a driver of interest in the sedan segment. Exact prices have not yet been announced; however, the sedan is expected to be more affordable than the iX3 crossover, the cost of which starts at 70,900 euros. The configurator for buyers will open within the next two months, and the start of sales is scheduled for the second half of the year. For the European market, the company is also preparing a touring version of the i3.
The event at BMW Park emphasized the brand’s connection with its employees. Musical accompaniment was provided by the BMW Symphony Orchestra, consisting of amateur musicians who are employees of the group. Head of Human Resources Ilka Horstmeier called the presentation a “moment of unity,” intended to rally the team before the start of serial production. The holiday ended with a standing ovation for Oliver Zipse, who is leaving his post as head of the group in May. Factory veterans agreed: the new i3 gives a reason for pride in the future of the enterprise.Source: BMW Group Press Office
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