BMW Group Media Tech Days Neue Klasse | 17–21 February 2025

The BMW Group invited more than 150 journalists from around the world to present its next leap forward in the field of electric drive technology. At the Tech Days event, the company provided initial insights into development and production of high-voltage batteries and electric drive systems using the sixth generation of BMW eDrive technology.

One of the highlights: the BMW Energy Master—an intelligent central control unit for the Gen6 battery, which was presented exactly where it is developed and produced: Landshut, Germany. More precisely, directly in the production hall.

SCHACHZUG developed a holistic event format, transforming BMW’s Landshut plant into an impressive event hub. Over five days, trade press and influencers enjoyed inspiring talks and exclusive production tours, gaining deep insights into BMW's new era of all-electric driving. A two-stage setup zoned the large logistics area of the production hall while simultaneously providing views into the production line.

With this comprehensive and engaging communication format at eye level, the Media Tech Days Neue Klasse demonstrated the company’s full expertise across all areas of electromobility, technology openness, and accessibility. Feedback from experts and internal representatives was consistently positive. Media coverage after the embargo exceeded all expectations.