BMW's Driving Pleasure Chief: How BMW Went from Petrol to EV Conviction

BMW is a brand most strongly associated with driving pleasure and rumbling six-cylinder petrol engines. But how does the person actually responsible for BMW's driving dynamics think when the whole world is switching to electric? Alriks Bilar got an exclusive interview with Jürgen Brack — BMW's "driving pleasure chief" and responsible for driving dynamics across the BMW group. This is one of the more fascinating car videos in Swedish, and we highly recommend watching the full interview.

From Skeptic to "Electro-Head"

What makes the interview so captivating is that Jürgen Brack doesn't sound like a PR spokesperson but like an engineer who has genuinely changed his view. He openly tells of BMW's internal journey — how the organization went from being deeply rooted in the petrol engine world to being convinced that electric drivetrains can actually deliver more driving pleasure, not less.

Brack describes himself as an "electro-head" — someone now convinced that the electric motor's immediate torque, precision and silence create driving dynamics that the petrol engine can never match. It's a strong thesis from the man setting the standard for how a BMW should feel.

BMW Heart of Joy — Driving Dynamics in a New Way

In the interview, Brack explains the philosophy behind BMW's electric driving pleasure. Four advanced real-time processors control every aspect of the car's dynamic behavior — something that's impossible with mechanics. The result is what BMW calls Heart of Joy: a system where the car responds faster, more precisely and more consistently than any human driver can perceive.

• Immediate Torque — 0 millisecond reaction time versus turbo lag
• Precision Steering — each wheel controlled individually in real time
• Silence — the driver hears and feels the road, not the engine
• Soft Stop — smoother braking that reduces fatigue on longer drives

Want to Experience BMW's Electric Driving Pleasure via Private Leasing?

You don't have to wait for the Neue Klasse platform to experience what Jürgen Brack is talking about. BMW already has several electric options in private leasing that convey the BMW feel he describes:

BMW 120 from 3,295 SEK/month is an excellent entry point — a compact premium hatchback that delivers exactly the directness and precision Brack talks about. Want more SUV feel? BMW iX1 from 4,494 SEK/month is a strong choice with roomier body and the same electric driving pleasure.

Why This Interview Is Worth Watching

Alriks Bilar is known for asking the questions that really matter — and this interview is no exception. Getting to hear BMW's top driving dynamics person reason about the EV transition, tell about doubts that were overcome and give concrete answers to how electric driving pleasure differs from petrol's — that's rarely the kind of insight you get. We strongly recommend watching the entire interview.

Alriks does a fantastic job preparing relevant questions and creating a conversation that's equally interesting for the tech enthusiast and for someone just considering their next lease. We're glad to have such channels in Swedish.

Compare all BMW electric vehicles in private leasing on privatleasa.se.