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BMW is a luxury German automobile brand positioned around “comprehensive high technology, innovation, aesthetics, and driving pleasure.” The brand was founded in 1916 in Munich, the capital of Bavaria, Germany, where its headquarters remain today. Its founders were Karl Rapp, Gustav Otto, Franz Josef Popp, and Max Friz. BMW stands for Bayerische Motoren Werke AG. After entering the Chinese market, the brand was given the Chinese name “宝马” (Bao Ma), a poetic translation meaning “precious horse.”
In February 2026, the BMW Group comprehensively refreshed its logo, marking the first major update to its physical vehicle badge in the brand’s history. The new logo removes the chrome metal ring and adopts a flatter, more minimalist design language, unifying the badging used on both internal combustion and electric vehicles.
BMW’s origins were not in automobile manufacturing. The company began as Rapp Motorenwerke, founded in Munich in 1916 and focused on the development and production of aircraft engines. In 1917, the company was officially renamed Bayerische Motoren Werke AG (BMW). During the 1920s, BMW began producing motorcycles, and its R32 motorcycle set a world speed record. In 1928, BMW formally entered the automobile manufacturing business. In 1933, the first true BMW automobile, the BMW 303, was introduced. During World War II, BMW manufactured the world’s first jet aircraft engine for the German Air Force.
After the war, BMW attempted to enter the small-car market but struggled to compete with Volkswagen’s compact, low-cost vehicles. By 1959, the company was on the verge of bankruptcy. German entrepreneur Herbert Quandt acquired a controlling stake and led BMW out of its crisis. In 1961, the BMW 1500 was launched to great acclaim, enabling the company to overcome its difficulties and embark on a path of sustained growth. By the late 1970s, BMW’s annual production exceeded 200,000 vehicles. Throughout the 1990s, it surpassed Mercedes-Benz on multiple occasions to become the world’s fastest-growing premium automobile manufacturer.
In 2005, BMW introduced the H2R hydrogen-powered vehicle, followed by the hybrid BMW i8 in 2014. In 2020, BMW Brilliance’s Shenyang plant began production of the iX3, BMW’s first all-electric model manufactured in China for global export. By the end of 2024, BMW’s cumulative deliveries of new-energy vehicles in China had exceeded 400,000 units.
BMW’s model range includes the BMW i, 2 Series, 3 Series, 4 Series, 5 Series, 6 Series, 7 Series, M, X, and Z lineups.
In response to the shift toward electrification, BMW launched the all-new Neue Klasse dedicated EV platform in 2025 and introduced the first production model based on the platform, the iX3. In March 2026, the second Neue Klasse model, the electric i3 sedan, made its global debut.
BMW plans to introduce approximately 40 new or updated models by the end of 2027. At least five all-new models are planned, including the i1, i2, i3 Touring, iX4, and a rugged SUV available in both internal combustion and all-electric versions. During 2025–2026, BMW will also launch models such as the electric iX4 and M2 xDrive. In 2027, the 5 Series/i5/M5 lineup will receive a facelift, while the second-generation X7 and the all-electric iX7 will be introduced. The Z4 roadster and 8 Series coupe are scheduled to be discontinued in 2026. BMW also continues to reserve resources for special “brand-building” projects, which are expected to be launched after the initial completion of the Neue Klasse lineup and may include a dedicated sports car or a rugged SUV.
In 2025, the BMW Group delivered a total of 2.4637 million premium vehicles worldwide, up 0.5% year-on-year and maintaining its position as the leader among the German premium trio (BBA). Revenue reached €133.453 billion, down 6.3% year-on-year. Net profit totaled €7.451 billion, down 3.0%, while earnings before tax reached €10.236 billion, down 6.7%.
BMW’s automotive EBIT margin fell to 5.3% in 2025. Pre-tax profit per vehicle was approximately €2,540, a decrease of around €680 compared with the previous year.
Annual battery-electric vehicle sales totaled 442,100 units, up 3.6% year-on-year, accounting for 17.9% of the Group’s total sales. Electrified vehicles, including battery-electric and plug-in hybrid models, recorded annual deliveries of 642,100 units, representing approximately one-quarter of total sales. In Europe, BMW sold 1.018 million vehicles in 2025, up 7.3% year-on-year. Sales in the Americas increased 5.6% to approximately 419,000 units. Rolls-Royce, the Group’s ultra-luxury brand, delivered 5,664 vehicles in 2025.
In 2025, the BMW Group sold 625,500 vehicles in China, down 12.5% from 715,200 units in 2024, representing a cumulative decline of nearly 200,000 units over two years. BMW Brilliance recorded domestic sales of 534,000 vehicles in 2025, down 11.6% year-on-year. Sales of battery-electric models declined by approximately 50% to 47,800 units. Revenue fell 19% to RMB 165.6 billion, while net profit declined 40% to RMB 10.39 billion. In the first quarter of 2026, BMW Brilliance recorded cumulative sales of 121,552 vehicles, down 7.4% year-on-year. In March 2026, BMW and BMW Brilliance issued three separate recall announcements within a single month, affecting a combined total of 327,400 vehicles.
The key technologies underpinning BMW’s Neue Klasse transformation include:
800V High-Voltage Architecture: Both Neue Klasse models adopt a full-domain 800-volt electrical architecture, supporting charging power of up to 400 kW. A 10-minute charging session can add approximately 400 km of driving range.
Sixth-Generation eDrive and Large Cylindrical Batteries: The vehicles are equipped with BMW’s sixth-generation eDrive electric drive system, delivering a maximum driving range of approximately 900–1,000 km under the CLTC cycle. The new-generation 7 Series/i7 adopts advanced large cylindrical battery technology.
Heart of Joy: BMW’s self-developed integrated vehicle dynamics control system. Through seamless coordination between the system and BMW Dynamic Performance Control software, power delivery and vehicle stability functions can be synchronized within milliseconds.
Intelligent Driving Assistance System: Three new models will be equipped with an L2 navigation-assisted driving system developed with support from Chinese supplier Momenta and tailored specifically to China’s complex traffic environment, enabling point-to-point coverage across a wide range of driving scenarios. The 2026 Neue Klasse models will also be the first to feature BMW Panoramic Vision, which projects information across the lower section of the windshield.
BMW maintains an extensive global manufacturing and sales network. In 2025, sales in Europe reached 1.018 million vehicles, up 7.3% year-on-year, while sales in the Americas totaled approximately 419,000 units, up 5% year-on-year.
To offset the impact of higher EU tariffs on electric vehicles exported from China, BMW has leveraged its balanced global footprint. The company expects the impact of higher tariffs to continue, reducing the automotive division’s EBIT margin by approximately 1.25 percentage points.
As BMW’s joint-venture partner in China, BMW Brilliance held RMB 4.5 billion in cash and cash equivalents and had no bank debt as of the end of 2025. The launch of Neue Klasse models is expected to become a future growth catalyst. BMW’s Shenyang plant, as an important part of the Group’s global production network, will continue to provide localized manufacturing support for Neue Klasse vehicles.
By the end of 2027, the BMW Group plans to launch approximately 40 new or updated models. Chairman Oliver Zipse has stated that battery-electric vehicles are expected to account for half of the Group’s global sales by 2030.
The China-exclusive long-wheelbase versions of the Neue Klasse iX3 and i3 are scheduled to enter the market in 2026 and will feature the L2+ driver-assistance system developed in cooperation with Momenta.
BMW’s strategic objective for 2030 is to achieve full electrification wherever market conditions permit. In addition to pursuing a battery-electric future, the company will continue to develop internal combustion engines, plug-in hybrid technologies, and hydrogen fuel-cell technology, adopting a diversified technology strategy to meet the varied needs of different markets around the world.
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