Revolutionizing Luxury: M Concept’s Neue Klasse Takes Shanghai by Storm

BMW China relocated its annual M Festival to the Shanghai International Circuit for the year 2026, unveiling the BMW M Concept Neue Klasse to the Chinese audience. The event saw 2,000 attendees out of the 8,000 applicants on Sunday, October 11, marking a significant turnout despite the reduced capacity compared to the previous year in Chengdu.

The festival in China is considered one of the largest M Festivals organized by BMW globally. The event showcased a variety of BMW vehicles, with a focus on the G87 M2s and G81 M3 Tourings on display. The M3 Touring, which was introduced at last year’s festival in Chengdu, was a highlight, priced at 943,900 yuan, becoming BMW M’s first high-performance wagon in China.

The festival featured activities such as sim racing, souvenir shopping, nail painting in M colors, and photo opportunities with racing cars. Three BMW M drivers, including Augusto Farfus and Erik Johansson, engaged with fans through autograph sessions.

The driving program included autocross, drifting, and track laps on the Shanghai International Circuit, offering attendees the opportunity to experience the BMW M lineup firsthand. Instructors provided hot laps for those interested in witnessing the cars’ capabilities with professional drivers behind the wheel.

Michelin’s interactive display allowed visitors to participate in a pit stop tire-changing activity, highlighting the precision and speed required in Formula 1 tire changes.

The highlight of the event was the unveiling of the BMW M Concept Neue Klasse, presented by BMW M CEO Frank van Meel and design chief Oliver Heilmer. The concept, featuring an electric powertrain with four motors and an 800-volt battery, showcased innovative design elements and advanced technology. The concept hints at the future of electric M models, with a focus on performance and sustainability.

The festival concluded with the M Parade, where hundreds of M cars took to the track for a final lap, creating a spectacular display of BMW’s performance vehicles. The overwhelming response to the event indicates the growing interest in BMW M products in China, with potential for future expansion and larger-scale events in the coming years.