BMW’s Neue Klasse: Soft Power, Therapeutic Mobility, and Cultural Re-Narration
Theory, Culture & Society: Explorations in Critical Social Science
Published online on February 28, 2026
Abstract
Theory, Culture & Society, Ahead of Print.
This article examines the BMW Neue Klasse as a culturally and ideologically charged design object that repositions the automobile as a site of post-traumatic re-narration. Arguing that contemporary car design has shifted from a logic of domination and ...
This article examines the BMW Neue Klasse as a culturally and ideologically charged design object that repositions the automobile as a site of post-traumatic re-narration. Arguing that contemporary car design has shifted from a logic of domination and ...