The BMW Neue Klasse and Dr Loretta Chen share an electrifying vision for the future of sustainability
1 December 2023
As pioneers in their respective fields, metaverse entrepreneur Dr. Loretta Chen and the BMW Vision Neue Klasse are forging distinct paths toward a sustainable and digital future
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“I believe very strongly in innovation because the future is digital,” says Dr Loretta Chen, founder of Singapore-headquartered metaverse architect Smobler Studios. In an increasingly digitalised reality, Chen stands boldly at the intersection of technology and imagination, blazing a trail with her visionary pursuits in the new frontier of web 3.0.
Beyond mere technological advancement, what Chen truly cares about is empowering creators to thrive in the digital realm. On a drive with Vogue Singapore and BMW Group Asia, she articulates her perspective on the benefits of digital ownership. “In the metaverse, creators can retain control over their intellectual property and receive royalties for the use of their digital assets. This empowers them and encourages the production of high-quality, original content, which can be a sustainable source of income.”
Transitioning into the metaverse can also play a role in driving sustainability efforts that contribute to protecting the world for future generations. For example, possessing and trading digital assets reduces the need for physical goods and commodities, thus contributing to resource conservation and a smaller ecological footprint, Chen explains. “Unlike physical objects that deteriorate over time, digital assets can be preserved and enjoyed for generations without degradation, reducing the need for constant replacement and production,” she says.
Chen shares her faith in innovation as a force for good with automotive juggernaut BMW. As a leader in an arena where innovation has always been paramount, the German luxury carmaker recently unveiled the BMW Vision Neue Klasse design concept at IAA Mobility, one of the most influential car shows in the world.
“A really good example of conscious capitalism is the BMW Neue Klasse”
Paving the way for a future that is circular, digital and electric, this new class of vehicles that BMW will launch from 2025 is a digital-first series poised to reduce electricity consumption—not through grand promises but through a profound emphasis on innovative design and engineering. A masterclass in the seamless fusion of forward-thinking technology, sustainability and innovation, this groundbreaking concept will feature BMW’s next-generation fully-electric vehicle architecture, which will continue to bear hallmarks of the brand’s design language such as its expansive surfaces and minimal but distinctive lines.
State-of-the-art digital features will include a new and even more intuitive interface for the BMW iDrive, which merges real and virtual worlds, alongside an interaction bar and enhanced gesture control. For a touch of acoustic indulgence, iconic sounds by legendary composer Hans Zimmer will be incorporated into the car’s features.
“The BMW Vision Neue Klasse combines our ability to innovate in the core areas of electrification, digitalisation and circularity,” says Oliver Zipse, chairman of the board of management of BMW. “In this way, we are always able to stay two steps ahead of the future. The Neue Klasse is already bringing the mobility of the next decade to the roads in 2025—and leading BMW into a new era.”
As a staunch advocate for conscious capitalism, Chen echoes a philosophy which encourages companies to consider not just their economic bottom line but the broader impact of their actions on society and the environment. “When businesses operate with a consciousness of their broader impact, they are more likely to adopt sustainable practices and contribute positively to society and the environment, which can lead to the development of sustainable products, services and business models. A really good example of this is the BMW Neue Klasse,” she says.
Just as Chen underscores the importance of committing to circularity, BMW is walking the talk by manufacturing the Neue Klasse range at its new environmentally conscious plant in Debrecen, where regional biomass-generated heat reduces its carbon footprint. This marks a significant step towards producing these vehicles without fossil fuels. The Neue Klasse is not just about electrification; it also prioritises energy efficiency through weight optimisation, aerodynamics and intelligent heat management, harnessed through sixth-generation BMW eDrive technology.
While the Neue Klasse is slated for a 2025 debut, the BMW Group is already showcasing the potential of its cutting-edge technology through other BMW Vision cars, including the BMW i Vision Circular and BMW i Vision Dee. Standing as a harbinger of a new era in the automotive industry, the Neue Klasse will pave the way for sustainability and advanced technology to become harmonious partners.
Frank Weber, member of the board of management of BMW, succinctly sums it up: “With the Neue Klasse, we have embarked on the biggest investment in the company’s history. We are not just writing the next chapter of BMW; we are writing a whole new book.”
Discover the future of mobility with the BMW Vision Neue Klasse.
Director Mario Koo
Associate lifestyle editor Chandreyee Ray
Talent Dr. Loretta Chen and Amelia Chia
Director of photography Elgin Quek
Producers David Bay and Tricia Yiow
Editor Jia Yin Jeow
Sound production Patrick Chan
Styling Jasmine Ashvinkumar
Hair and makeup Dollei Seah / MakeupEntourage
Camera assistant KT
Key grip Aaroson Koh
Story Karen Tee
