Several world premieres at the Shanghai Auto Show unveiled BMW's "smart" winning strategy for its next-generation models.

When BMW is mentioned, what’s the first thing that comes to everyone’s mind? Chances are, eight or nine out of ten would answer "driving pleasure." Indeed, for over a century, thanks to its precise steering, superb chassis tuning, and the seamless integration of its engines with transmissions, BMW has delivered an unparalleled driving experience to countless enthusiasts—earning it the industry’s well-deserved reputation as the "driver’s car."
As the wave of intelligent and electric technologies sweeps through the automotive industry, BMW’s proactive response to these transformative changes has truly set a benchmark for the sector. Leveraging its deep-rooted technological expertise and forward-thinking strategies, BMW not only continues to elevate the joy of driving in this new era but also achieves all-around intelligent upgrades. These advancements not only deliver a smarter, more convenient, and personalized mobility experience to users but also inspire fresh ideas and direction for the future development of the entire automotive industry.
As BMW Group Chairman Oliver Zipse put it, BMW Group’s innovation lies in the "New Generation," which embodies the brand’s unique approach to shaping a smart, sustainable future of mobility. "In China, for China—and driven by China’s remarkable pace of innovation—this has always been BMW’s steadfast commitment," Zipse emphasized. "Today, we’re collaborating closely with pioneering local companies to swiftly bring groundbreaking technologies to life." It’s precisely these rapidly implemented, game-changing innovations that have once again placed BMW automobiles firmly at the center of industry-wide attention at the 2025 Shanghai Auto Show.

BMW is synonymous with driving pleasure. But what will driving pleasure look like in the age of intelligence? This week, BMW presented its answer in Shanghai: centuries of dynamic tuning expertise, combined with the power of intelligent algorithms—introducing the BMW New Generation Driving Pleasure Concept Car for the first time. The vehicle seamlessly integrates cutting-edge, self-developed software and hardware technologies, including BMW’s pioneering Intelligent Integrated Hardware—the BMW Driving Dynamics Superbrain—and the all-new BMW Dynamic Performance Control System. For the first time, these innovations enable a deep fusion of the powertrain and driving dynamics functions, delivering an incredibly precise response in under 1 millisecond. This breakthrough embodies the true harmony between driver and machine, pushing the boundaries of high-performance driving pleasure to new heights in the intelligent era. Official data reveals that, under non-emergency conditions, the system can handle 98% of everyday braking scenarios below 145 km/h without requiring mechanical brakes at all. As a result, whether the car is transitioning from motion to complete stop or vice versa, the process feels effortlessly smooth and refined—completely eliminating any jerks, noise, or vibrations.

The new-generation BMW models are powered by four "super brains," each responsible for one of the four core user functions. In addition to the BMW Driving Dynamics Control Super Brain, which manages the vehicle's dynamic driving system, the other three super brains will handle the onboard entertainment system, the driver assistance system, and essential functions such as vehicle entry, climate control, and overall comfort experience.

In today's domestic automotive market, the intelligent cockpit has become one of the core focal points of industry competition. Consumers are increasingly demanding smarter, more personalized in-car experiences—they no longer see cars merely as mere transportation tools, but rather as intelligent, comfortable mobile spaces. This year’s BMW booth is particularly special, showcasing the BMW iX’s next-generation HyperSense Intelligent Cockpit—dubbed the "Giant Screen Cinema"—on stage. Visitors can enjoy an immersive, close-up experience at the BMW booth, fully appreciating the revolutionary human-machine interaction and discovering how cutting-edge technology seamlessly enhances the driver’s innate instincts behind the wheel.
Focusing firmly on the driver, BMW pioneers the panoramic iDrive system, featuring a wealth of cutting-edge interactive "black technologies." Four brand-new interactive interfaces are redefining automotive human-machine interaction: the industry-first Horizon Panoramic Display technology integrates BMW’s pioneering ultra-close-range projection system along with a nano-coated windshield exclusively developed for BMW. Complementing these innovations are the next-generation 3D Head-Up Display, the revolutionary vertically oriented dual-spoke Intelligent Control Steering Wheel, and BMW’s industry-first "freely customizable" Central Control Interface—setting a new benchmark in car design.

Four interfaces seamlessly blend virtual and real elements, arranged according to the "visual cone" design concept. This layered layout guides the driver’s "line of sight forward," ensuring a wealth of information without distracting from the driver’s focus on the road. As a result, the interaction between driver and vehicle becomes smooth and natural, delivering BMW’s unique human-machine interaction experience: "Heart-to-heart, Driving First." BMW believes that intelligent human-machine interaction isn’t about piling up technology—it’s about perfectly balancing the interplay among screens, voice commands, physical buttons, and intuitive information displays, ultimately making both driving and riding effortless and supremely comfortable.
With the rapid advancement of technology, the application of AI technology in automotive products is gradually becoming a new trend driving industry development. AI not only transforms the way cars are manufactured but also redefines the user experience, pushing the boundaries of the traditional automotive industry while propelling automobiles toward a transformative leap—from mere "mechanical products" to "intelligent ecosystem entities." Recently, BMW officially announced a strategic partnership with Alibaba to integrate large-scale AI language models into vehicles. Additionally, BMW has strengthened its collaboration with Huawei, deeply embedding itself into the HarmonyOS ecosystem to deliver a seamless, all-scenario smart experience. "Our next-generation models, tailored specifically for China, are born right here in China—and designed exclusively for Chinese consumers," said Zipse. "After all, innovation in China is advancing at an unprecedented pace."

Currently, the collaboration with China's tech giants has already yielded phased achievements. Later this year, BMW will integrate DeepSeek functionality into several new models currently available in China, leveraging AI's advanced reasoning capabilities to enhance the human-machine interaction experience centered around the BMW Intelligent Personal Assistant. Additionally, two China-exclusive AI agents—“Car Expert” and “Travel Companion,” which have been deeply customized in partnership with Alibaba—are making their debut at the Shanghai Auto Show. These two AI agents, built on Alibaba’s massive 100-billion-parameter language model, are set to be featured in domestically produced next-generation BMW vehicles starting in 2026.
In the globalized automotive market, localized customization has become a key strategy for major automakers to gain market share and meet consumers' personalized needs. As the world's largest auto market, China boasts a massive consumer base and uniquely tailored market demands, with exceptionally high expectations for intelligent features, personalized experiences, and seamless integration with the local digital ecosystem.

The all-new BMW New Generation Operating System X is an operating system tailor-made by BMW specifically for the Chinese market, with development led entirely by a Chinese R&D team. From the very early stages of development, the team deeply drew upon insights from BMW’s China-based R&D team, which had meticulously studied Chinese users’ habits and preferences. This research, backed by nearly 4,800 hours of in-depth interviews, enabled a comprehensive optimization tailored to the needs of Chinese consumers. Additionally, the intelligent voice assistant has been upgraded to better understand Chinese users’ linguistic nuances and communication styles, delivering a more natural and seamless voice interaction experience. In terms of in-car navigation, BMW has customized its version of Amap Navigation, creating an immersive navigation experience designed specifically for Chinese drivers. The system features BMW’s industry-first four-screen interactive interface design, seamlessly integrated with Amap’s robust localized data. Thanks to Amap’s cutting-edge 3D high-definition maps, users enjoy perfectly synchronized, highly accurate, and detailed navigation information—making every journey smoother and more intuitive.
Additionally, it's worth noting that BMW has also deeply integrated into the local digital ecosystem, incorporating China's most popular digital services—such as music, video, gaming, and lifestyle apps—into the vehicle's core interactive system. In terms of user interface design, BMW has seamlessly blended culturally rich, distinctly Chinese elements like the "Maneki-neko" (lucky cat) and the "Twenty-Four Solar Terms," which not only evoke a sense of familiarity and cultural connection for users but also underscore BMW's respect for and deep understanding of Chinese heritage.
Summary: At the 2025 Shanghai Auto Show, BMW showcased its robust strength as a luxury automotive brand and its unwavering commitment to driving industry innovation through groundbreaking technology, exceptional products, and a deep understanding of the Chinese market. The company’s innovative achievements in areas such as intelligent connectivity and personalized customization have not only delivered a smarter, more convenient, and highly individualized mobility experience for users but have also set new benchmarks and inspiration for the broader automotive industry. Looking ahead, as BMW’s China-exclusive next-generation models hit the market, the brand will continue to soar on the wings of "intelligence," leading the way in shaping emerging industry trends while consistently offering consumers driving experiences and mobility solutions that surpass all expectations.

Translated from Sina Auto

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