If BMW gets the boundary right: BMW can restore local desirability and pricing power in its largest market while preserving the scale, shared development, and recognizable character of a global product system. A healthier China business would improve dealer economics and local utilization, strengthen the group earnings base, and allow
If BMW preserves a driving-led center: exceptional balance becomes a modern, scalable form of differentiation—broad enough to support multiple segments and powertrains, but distinct enough to sustain preference, loyalty, and pricing power. If driving pleasure becomes inherited marketing language: BMW's broad competence could start to feel
If Neue Klasse works: BMW gains both class-leading EVs and a shared technology and cost system spanning dedicated electric and multi-energy vehicles, allowing common software, components, and manufacturing learning to scale across the lineup while spreading development investment across more vehicles. If it falls short: BMW could still