German auto giant BMW
is doubling down on its brand value, as it prepares to roll out a fleet of software-controlled electric vehicles to take the fight to Chinese rivals and Elon Musk’s Tesla
Speaking to CNBC ahead of next week’s Munich car show, where struggling European automakers are expected to face off with Chinese newcomers, BMW CEO Oliver Zipse introduced the world premiere of the iX3 sports utility vehicle.
The SUV is the first production model to be developed as part of BMW’s long-awaited Neue Klasse platform of EVs.
The Munich-headquartered company wants to release more than 40 new and updated vehicles onto the market by 2027, as it seeks to keep pace with competitors.
