Chrome has been a staple of luxury car design for decades, but it’s a German giant BMW will forego the glossy finish on the next generation of electric vehicles (EVs).
Instead, BMW will use lighting for key design features of its upcoming “Neue Klasse” electric vehicle, including the iconic double-kidney grille.
This change in design strategy was hinted at with the global launch of the second-generation iX3 SUV last year and has now been confirmed by BMW’s design team as the brand continues to launch new Neue Klasse models, the latest of which is the i3 sedan.
Both the iX3 and i3 are chrome-free from front to back, with LED light bars replacing the chrome grille surrounds of the pre-facelift ‘G20’ 3 Series models. The iX3 has also been equipped with a new emblem that eliminates the inner chrome ring and crossbars of the previous version.
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Ambient lighting is also a key element of the Neue Klasse interior and is highlighted through the use of materials that allow illuminated patterns to shine through the cabin panels.
“It wasn’t a single decision,” said Sebastian Kroes, head of interior design at BMW Neue Klasse Daily Sparkz.
“Because if you look at previous generations, it was almost like a process to arrive at this result after many different derivations.”
“We reduced the chrome step by step and thought this was definitely the right way to go.”
BMW’s move away from chrome comes as Mercedes-Benz prepares to launch its similarly distinctive GLC with EQ technology, featuring a “brand-defining chrome grille”, a thick chrome frame and a “mesh structure with a smoked glass look”.
Audi, on the other hand, has long been an exponent of lighting design, although not quite on the same level as the new i3 and iX3.
Mr Kroes says the decision to abandon traditional notions of automotive luxury was made to better express the technological underpinnings of the Neue Klasse models both during the day and especially at sunset.
“With the new Neue Klasse platform, we want to express its digitality and electricity through the lighting experience,” he explained.
“It also allows us to offer certain experiences that we couldn’t offer with chrome alone.
“Chrome doesn’t work at night. Light does.”
“Another thing we care about is the user experience. And when you approach the car, the car starts and welcomes you.”
With the i3 2027, BMW is also offering a fully electric 3 Series for the first time, a model series that remains the cornerstone of the Bavarian premium brand.
It is one of 40 new or updated BMW models scheduled to hit the market by the end of 2027. Many of these will adopt the Neue Klasse design language, including slimmer grilles inspired by 1970s BMW models.
Following its official unveiling, the new i3 will enter production in August 2026 and arrive in global markets, including Australia, in early 2027.
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