JOY AND ZEST FOR LIFE
The first SALON REGENERATION pays tribute to the BMW Neue Klasse (New Class)
It is no coincidence that the first SALON REGENERATION is taking place just a few days before the official start of spring. Developed by the future platform ReGenerativa, this format aims to generate a spirit of optimism after a long, tiring winter. Spring is in the air, nature is brightening up our everyday lives and our spirits with each passing day, and flora is unfolding a symphony of lush colors, transforming our surroundings in many places into a paradise for the senses.
Joy and zest for life! Spring is the best time to recognize the beauty of regeneration, to feel the importance of intact nature for us humans, and to understand why we are called upon not to destroy this splendor. A regenerative mindset focuses on life in all its manifestations and seeks to shape the future together with nature—not against her and at her expense. Joy and zest for life on the one hand and responsibility on the other are not opposites but are mutually dependent and can even reinforce each other: the more responsibly we act as humans, the more we will appreciate, even love, the qualities of nature and be willing to commit ourselves to them. This requires forward-looking transformation steps with a sense of proportion that are convincingly set by companies and welcomed by people as future-oriented.
Mobility plays a key role in shaping renewable futures. There are many different approaches to transforming the mobility sector, each with its own merits. However, any sensible transformation must take into account that motorized private transport is likely to remain with us for a long time to come. This makes it all the more important to steer it in a forward-looking direction. And the renewable future of motorized private transport lies in e-mobility.
© BMW
BMW is showing courage by launching a New Class of electric mobility at a time when climate protection commitments are not exactly easy in the Global North, given the crisis-ridden economies. Although this New Class builds on a great past – the first (fossil fuel-powered) New Class was built from 1962 to 1972 – it faces the immense challenge of carrying its technological, social, aesthetic, and cultural aspirations into a completely new era in which non-fossil fuel-based, regenerative lifestyles and business models that promote them need to be developed. The new BMW iX3, the first model in the New Class, is characterized by significant regenerative innovations such as increased product sustainability throughout its entire life cycle and the manufacture of around one-third of the vehicle from secondary materials, see https://www.bmwgroup.com/en/news/general/2025/first-model-of-the-neue-klasse.html
The BMW New Class demonstrates the highest level of quality in European e-mobility and has what it takes to become an economic, social, and cultural game changer that will shake up the field of motorized private transport. It combines CREATIVITY and INTELLIGENCE with RESPONSIBILITY at the height of our times. And at the same time, it is a promise to consistently stick to the course that has been set. This should be recognized in the context of SALON REGENERATION:
Together with the BMW Group Branch Vienna, we look forward to seeing you on March 12, 2026, between 9:00 a.m. and 6:00 p.m. at the Heiligenstadt location, Heiligenstädter Lände 27, 1190 Vienna. Not only will the BMW iX3 be waiting for you, but also a spatially expansive installation by artist Victoria Coeln, who will put this first model of the BMW New Class in the right light. Josef Reiter, CEO of BMW Vienna, and his team, as well as BMW product sustainability experts from Munich, and Martin Unger, strategy consultant at EY-Parthenon, Victoria Coeln, artist Rainer Prohaska – who is also lead coordinator of the Research Cluster | Sustainability in the Arts, A...Academy of Fine Arts Vienna, and driving force behind FUTURAMA°LAB The Art of Ecological Transformations – as well as Christoph Thun-Hohenstein, artistic director of the future platform ReGenerativa, they all look forward to your visit and stimulating discussions. The insights and findings gained in these discussions will be analyzed using a holistic approach; key substantive ideas will subsequently be published on the ReGenerativa website and incorporated into the Regeneration 2040 Action Plan to be developed by ReGenerativa.
Join us at SALON REGENERATION on March 12, 2026, to celebrate a milestone in European e-mobility – out of JOY for our SHARED RESPONSIBILITY FOR THE FUTURE!
