Solution
You invite them inside. The Inside Neue Klasse video podcast series takes viewers behind the scenes of BMW’s most ambitious tech transformation, as told by those who made it happen.
Solution
You invite them inside. The Inside Neue Klasse video podcast series takes viewers behind the scenes of BMW’s most ambitious tech transformation, as told by those who made it happen.
Challenge
How do you reassure the most loyal BMW drivers that even when technology changes, the joy of driving still remains?
Challenge
How do you reassure the most loyal BMW drivers that even when technology changes, the joy of driving still remains?
Inside Neue Klasse Podcast
Giving fans a first-row seat as BMW leaps into the future.
Challenge
How do you reassure the most loyal BMW drivers that even when technology changes, “Freude” (joy) still remains?
Solution
You invite them inside. The Inside Neue Klasse video podcast series takes viewers behind the scenes of BMW’s most ambitious tech transformation, as told by those who made it happen.
Inviting Fans Inside the Future
Inside Neue Klasse speaks to the existing BMW community: owners, long-time fans and those who love BMW for what it has always been. These are people who see headlines like “Neue Klasse”, “New EV Architecture” or “Digital Cockpits” and wonder: Will this still feel like a BMW? Our brief was to create a narrative that acknowledges this concern, while still creating excitement about the new technologies. Of course, without ever losing sight of the “Freude” that makes Neue Klasse distinctively BMW.
Stories from the People Who Built the Future
Created as a four-part video podcast hosted by Nicki Shields, Inside Neue Klasse offers exclusive access to the people behind BMW’s leap into the next era. The series explores the “Heart of Joy” computing unit, sound design, UI/UX innovation, and seamless digital integration within the Neue Klasse architecture. Through long-form interviews with real BMW innovators, it highlights the human side of new technology – driven by BMW’s confident curiosity and telling a story of “Freude” and innovation that feels both familiar and surprising.
From YouTube to the Show Floor: A Story in Motion
Aimed at existing BMW fans and customers across a wide range of channels, the story required a truly holistic approach. Inside Neue Klasse found its main home as a video podcast on BMW’s YouTube channel, supported by organic and paid social to build awareness and reach key communities. Long-form editorial deep-dives on BMW.com completed the ecosystem, all orchestrated around the launch of the Neue Klasse and the new BMW iX3 at IAA Mobility 2025 in Munich.
Episode 01The Heart of Joy Explained
With Torsten Müller, Chief Engineer, BMW Dynamic Performance Control.
Episode 01The Heart of Joy Explained
Nicki Shields explores the Heart of Joy together with Torsten Müller, Chief Engineer BMW Dynamic Performance Control.
Episode 02The BMW Panoramic iDrive Explained
With David Leister, BMW UI Design Lead.
Episode 02The BMW Panoramic iDrive Explained
Join Nicki Shields as she discovers the BMW Panoramic iDrive with David Leister, BMW UI Design Lead.
Episode 03The Sound of BMW HypersonX Explained
With Renzo Vitale, Creative Director Sound BMW Group.
Episode 03The Sound of BMW HypersonX Explained
Nicki Shields talks with Renzo Vitale, Creative Director Sound BMW Group, about the future sound of mobility.
Episode 04Seamless Digital Technology Explained
With BMW experts Marcel Ottmann, Head of User Interface Design Systems, and Daniel Fischer, Senior Creative Technologist.
Episode 04Seamless Digital Technology Explained
Nicki Shields joins BMW experts Marcel Ottmann, Head of User Interface Design Systems, and Daniel Fischer, Senior Creative Technologist, to explore how seamless digital design is transforming the way we interact with our cars.
Talent:
Nicki Shields and BMW Experts
Partners:
Studio Trill as Podcast Production Agency
Photographer:
David Barnwell
Client:
BMW
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