The Neue Klasse – Platform for a new era
The term “Neue Klasse” has almost mythical connotations in BMW history. In the 1960s, it was a model series that saved and reinvented the brand. Today, it is once again about nothing less. The Neue Klasse stands for a platform that has been developed from the ground up for electric vehicles. No hybrids, no compromises. A stage built to let electric mobility shine.
Technically, that means: 800-volt architecture for ultra-fast charging. Gen6 eDrive technology with innovative battery cells that enable 20 percent more energy density. A charging capacity that recharges 350 kilometers of range in just 10 minutes. Values that were previously only rumored in the industry are now reality on four wheels.
The first representative of this platform is the BMW iX3 NA5. A mid-size SUV, positioned right in the heart of the market. Developed and built at the new plant in Debrecen, Hungary, which runs entirely without fossil fuels.
IAA Mobility 2025 in Munich will once again be the showcase for the mobility of the future. Electric mobility, digitalization, sustainable mobility – these are the key topics. Not only cars, but also e-bikes, smart city solutions, and connected infrastructures will be featured here.
For BMW, it's clear who will play the leading role: the iX3 NA5. At the trade fair, visitors will not only be able to see the car, but also attend masterclasses. There they will gain insights into the new Panoramic iDrive, bidirectional charging, and the concepts that are set to make the New Class the blueprint for decades to come.
You could say that today is the dress rehearsal in the digital space. The premiere will then take place at the IAA with an orchestra, applause, and flashbulbs.
AEM Sites & AEM Assets – the digital stage
To ensure that the web presence is just as impressive as the one at BMW Welt in Munich and later at the IAA, a platform is needed that combines technology and creativity. This is where AEM Sites comes in. Adobe Experience Manager is the content platform on which BMW builds its digital communication.
AEM Sites makes it possible to maintain content centrally, use flexible components, and deliver them to all channels – websites, mobile apps, internal systems. For decision-makers, this means consistent brand presence, shorter time-to-market, and less redundancy.
AEM Assets complements the whole thing as a media hub. Images, videos, 3D models – everything is managed centrally, tagged with metadata, and reusable. For a car like the NA5, which is being launched worldwide at the same time, this is worth its weight in gold.
eggs unimedia – Frontend with soul
An orchestra needs not only sheet music, but also musicians to play it. This is exactly where eggs unimedia comes in. Together with The Marcome Engine, which orchestrates all digital communication, we built the BMW NA5 showroom.
Our focus in this project was on frontend development. Templates, components, interactions – in short, the elements that the user sees and feels. It's not about putting up a static website, but about creating an experience. When someone configures the NA5 online or experiences it in a digital tour, they should feel as if the car is right in front of them.
Of course, this isn't our only BMW project. eggs unimedia has been working on AEM-based platforms for the brand for years – from the global content hub to individual market pages. But we've put a lot of heart and soul into the NA5.
AEM Headless & Content Hub – Content that can be docked anywhere
With the Neue Klasse, content is no longer just published, it is distributed like electricity via an intelligent network. AEM Headless makes it possible to maintain content centrally and deliver it to various touchpoints via APIs. Today, these already include apps and in-car entertainment – two channels that play an enormous role in drivers' everyday lives.
The key thing is that the architecture is designed to grow at any time. Whether future smart devices, new in-car services, or digital services in the IAA environment – the foundation has been laid. A content hub thus becomes a kind of “digital energy carrier” that can be flexibly docked to any stage BMW enters in the future.
Headless feels like a DJ playing the same beat in ten clubs at the same time – mixed differently everywhere, but always in time.
QA & Testing – Quality with a system
A project like the BMW iX3 NA5 requires not only technological excellence, but also uncompromising quality assurance. To achieve this, we rely on our eggstability framework, which combines three central principles:
- Structure: For us, QA is not a downstream step, but part of development from the very beginning. With clear standards, defined processes, and complete traceability, we ensure that tests are based on a solid foundation.
- Flow: We accompany the entire product life cycle with end-to-end scenarios. For the NA5, this meant validating critical user journeys across markets, addressing risks early on, and releasing resiliently.
- Automate: Where stability and speed are required, we rely on targeted automation. This enables fast regression testing, continuous feedback, and sustainable quality – even for complex international rollouts.
For BMW, this ensured that the digital presence of the NA5 would function reliably, be scalable, and meet the high expectations of a global premiere. We don't just deliver tests, we deliver reliability.
Conclusion
With the iX3 NA5, BMW is launching the Neue Klasse not quietly, but with full orchestral volume. A car that redefines range, charging power, and technology. A platform that serves as the foundation for upcoming models. And a digital ecosystem that ensures the brand is experienced consistently worldwide.
eggs unimedia is part of this journey. With front-end development for the showrooms. With expertise in AEM Sites, AEM Assets, and AEM Headless. With QA that ensures the digital dress rehearsal is a success. And with enthusiasm that you can feel – between lines of code and content models.
The IAA Mobility will be the physical stage. But the overture took place today, digitally and globally. BMW put the New Class in the right light, and eggs unimedia was allowed to hold the spotlight.