There have been quite a few those responsible for large automobile brands that have positioned themselves against this new emission regulation. Oliver Zipse proclaims it unfeasible and harmful. According to the European authority, on July 1, 2025, the Euro 7 regulation regarding polluting emissions from new cars will come into force, which is not well received by car manufacturers. This new standard will require a cut in NOx emissions of up to 35% and particulate matter by 13%. There are many managers and managers of companies who have postulated against this new Law, including Oliver Zipse, CEO of BMW, who has strongly criticized its application in many aspects.
During the 103rd edition of the BMW Group Annual General Assembly, Zipse has spoken out against Euro 7, ensuring that its application is “totally unfeasible”. According to the top manager of the German brand, the test conditions carried out so far present unrealistic situations and force them to deal with problems they did not expect. The CEO points out that its application is complicated to carry out, while its effects on sustainability, both inside and outside the cities, will be “laughable”.
During his speech, Zipse was quick to compare what the European executive is doing with what was agreed in the United States. While the North American country tries to protect its manufacturers through the well-known Inflation Reduction Law, with protectionist measures for all those who produce their vehicles within the US borders, Zipse denounces that the European Union is hardening the situation for companies historically settled or founded in the Old Continent.
“I’m not going to beat around the bush: as planned at the moment, it’s just not going to work,” said the CEO of BMW about Euro 7 about the improvement in air quality in Europe. At the same time, he assured that the deadlines for entry into force are not sustainable and that it will result in greater problems for the entire local industry.
This is in line with what was mentioned by other leaders, who affirm that this Euro 7 will harm the evolution that is taking place in favor of electrifying its family of models. Most of them advocate accepting the commercial limit for thermal engines for the year 2035, and that, until then, they can continue to evolve all their technology. However, the European Union is not in favor of such a movement and will significantly tighten its emission margins before the end of combustion engines.
BMW, for its part, has a whole family of electric vehicles in its range, such as the BMW i7 or the BMW iX, among others. More affordable alternatives have recently arrived, such as the BMW iX1, which aspires to become a bestseller thanks to the fact that it will be the most accessible model of all zero emissions, for now. Additionally, they are working on new technologies, such as the hydrogen fuel cell, which will arrive with the BMW iX5 Hydrogen soon.
However, Zipse and many other leaders urge Europe to consider the application of Euro 7 or even veto it in certain cases until the arrival of full electrification scheduled for 12 years from now. Will the European Union listen to the requests of car manufacturers?