While the spotlight at the Australian and New Zealand launch of the all-new BMW iX3 naturally fell on the Neue Klasse SUV itself, BMW used the event to wrap this release around a broader message. Instead of reacting to every shift in the market, BMW says its strategy remains centred on consistent long term investment. Across Australia, the BMW ecosystem now includes almost 3,000 employees across BMW Australia, BMW Financial Services and its retail network, supported by key parts of the operations, like logistics and parts distribution. The Premium Experience extends beyond the carA strong part of that over arching narrative is that BMW no longer sees itself as simply a vehicle manufacturer. The company claims it has been developed around delivering a more natural and engaging driving experience while simplifying the interaction between driver and vehicle.