BMW has been no stranger to controversy over the last 20 years.
This fabled German luxury brand was once the standard of the world when it came to building tastefully styled yet highly engaging luxury cars, vehicles that were not just upscale, but a joy to pilot as well. Reinforcing this, for decades, the company called itself “The Ultimate Driving Machine,” an undeniably high standard, and one that, perhaps, has fallen by the wayside.
Competitors have caught up to BMW in the dynamics department, though the Bavarian brand has also done itself no favors with many of its recent designs. Models like the new 7 Series flagship sedan, iX electric crossover and high-performance XM wear, let’s just say, controversial styling that is a bit too much for many customers.
But as the brand moves forward in an increasingly electrified world, BMW is making some big design changes. The new iX3 is in the vanguard of this transformation, and the battery-powered SUV looks plenty controversial, though unexpectedly so. In this video, long-time automotive analyst and all-around vehicle expert Jim Hall (yes, he’s Bob Hall’s twin brother) explains what’s going on here. Believe it or not, BMW reached back decades into its past with the new iX3 as a way of signaling where the brand is heading.
What say you? Is this new tact working or is it just a different shade of weird? Will it look better (or worse) in sedan form?
Head on over to the AutoEsoterica YouTube channel for more enthralling videos just like this one. There are plenty of additional episodes of “Jim Hall Knows it All,” plus tons of other great videos for your viewing pleasure.
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A transcript, cleaned up by AI and edited by a human staffer, is below.
[Image: YouTube Screenshot]
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Transcript:
Meet the BMW iX3
Host:
On this episode of *Jim Hall Knows It All—or so I think—it’s a Neue era for BMW. The brand’s latest model looks to the past to help guide its future, and Jim is here to explain what that means.
Okay, Jim. Everyone’s favorite Munich-based automaker has just unveiled the production version of its Neue Klasse concept. It’s the new iX3, an all-electric crossover roughly the same size as the current X3. It also has some controversial styling, which we’ll get to shortly. First, though, I want to ask about the significance—or insignificance—of this model. We’ll cover the technical elements as well, and of course, dive into the design.
What’s the Story With This Vehicle?
Jim:
Technology aside, BMW currently has a product range that covers the market well, especially since crossovers dominate globally—not just in the U.S. and Europe, but in Asia too. The issue is that many buyers are purchasing BMWs simply because they’re BMWs; styling has become secondary. People want the roundel.
In some cases, that mindset has led the brand off track.
The BMW XM Problem
Jim:
Take the XM, for example. If management has to make excuses for a vehicle’s aesthetics, you have a problem.
Host:
We discussed that in a recent video, and many commenters agreed.
Jim:
It’s distinctive to a fault—like showing up to a regal dinner with the King of England with a boil on your forehead. Memorable, but not in a good way. BMW realized it had gone too far.
They needed to rethink their approach in a market where every one of their SUVs has multiple competitors—Porsche, Mercedes, Lincoln, and others. So they looked back to the last major turning point in their product lineup.
BMW’s Post-WWII Mess
Jim:
Around 1961–62, BMW’s range was, frankly, a mess. After the war, they lacked new tooling and largely recycled older designs. Money was scarce, and cars had to reflect what people could actually afford.
Models like the 501 were large, expensive, and irrelevant to most European buyers. Some even had V8 engines—hardly practical for postwar Europe.
To address the entry-level market, BMW licensed the Isetta bubble car from Italy and fitted it with one of its motorcycle engines. The 300cc version had a single front door; the entire front swung open, steering column included.
They also offered a smaller 250cc version, though both struggled on highways like the Autobahn.
BMW tried exporting them to the U.S., but that was largely unsuccessful. Their importer asked for a four-seater, leading to the BMW 600—still front-entry for the driver and passenger, but with a rear seat and an additional door. It was essentially a bandage on a much larger wound.
Next came the BMW 700, a more conventional late-’50s/early-’60s European car. It was even offered as a sporty coupe and found some success in lower-category sedan racing. Still, the lineup lacked a coherent strategy.
The Original Neue Klasse
Jim:
Management decided they needed a car for the core European market: a reasonably sized four-door family sedan with a modern engine. In 1962, they introduced the 1500—the original Neue Klasse.
A 1600 followed in 1964, gaining moderate success in the U.S., then the 1800 and the performance-oriented 1800 Ti with twin Weber carburetors. That car dominated German sedan racing under two liters and helped establish BMW’s performance credentials.
This momentum led to the 2000 and eventually the 1802 and 2002—models that firmly put BMW on the map in North America. They were affordable but not cheap, positioning the brand as upmarket without calling it luxury.
Host:
So the 2002 is where modern BMW was really born?
Jim:
Exactly. Buyers drawn to its performance didn’t remember the earlier bubble cars or big V8 sedans. The Neue Klasse defined what we now think of as BMW.
How That History Inspires the iX3
Jim:
Today, BMW wants another inflection point. Their products are increasingly seen as less distinct from other luxury vehicles, so they need visual differentiation. That’s where the new design language comes in.
The iX3 doesn’t look like a Mercedes, Cadillac, Lincoln, or Porsche crossover. It has its own identity.
From the side, the design is simpler—less cladding, more wheel-oriented graphics. The rear is also distinctive, with a clearly placed roundel and no fake exhaust shapes, something that makes little sense on an EV.
Is the Design Too Literal?
Host:
Are they leaning too heavily on the classic BMW front-end look?
Jim:
I don’t think so. The kidney shapes are more irregular and graphically interesting than before. Illuminated grilles may prove to be a fad, but they do make the vehicle instantly recognizable at night.
Separating the grilles visually has become harder with cameras and sensors occupying that space, so this is a more refined solution than the thick surrounds we’ve seen recently.
Will It Be Successful?
Jim:
If you believe BMW buyers will purchase anything with a roundel, it’ll sell. It might also attract customers who felt recent designs were too heavy-handed. On the other hand, some fans of those bold designs could be lost.
Ultimately, success depends on brand strength and how well the vehicle performs in everyday use—materials, build quality, and durability matter just as much as driving dynamics.
Interior Thoughts
Host:
You mentioned earlier that the interior doesn’t play a major role in this design philosophy. Why?
Jim:
Interiors are judged by different criteria—comfort, usability, and functionality. Like many modern cabins, this one is screen-heavy. The primary display sits high in the driver’s field of vision, which is ergonomically sound.
Still, many displayed features aren’t essential while driving. Large screens can feel intrusive; ideally, they’d retract when not needed to better showcase materials.
The real test will be material quality. BMW has experimented with premium-feeling recycled fabrics in other models, and if that carries over, it could impress.
The steering wheel design is unusual, but if it works functionally, that’s what counts.
Tech Specs
The numbers are promising: an estimated 400 miles of range, 800-volt architecture, and roughly 230 miles of range added in about 10 minutes of charging. Bidirectional charging is included, along with a NACS port for access to Tesla Superchargers.
Power is rated at 463 horsepower and 476 lb-ft of torque from a dual-motor, all-wheel-drive setup, with a 0–60 mph time of 4.7 seconds. A rear-wheel-drive version is expected later, likely offering more range.
BMW has also introduced a new zonal electrical architecture, eliminating nearly 2,000 feet of wiring and reducing weight by about 20 percent—an underappreciated improvement that boosts efficiency.
Jim:
These technical advances may ultimately matter more than the styling. However, BMW aims to make its gas and electric models visually similar, so this design could preview the next-generation X3 as well.
Jim’s Esoteric Pick
Jim:
My pick is a car BMW nearly built: the Touring Concept based on the current Z4. It echoed the old “clown shoe” Z3 but in a modern form.
It had great proportions, solid performance from a six-cylinder engine, and more cargo space than the convertible thanks to the fixed roof. BMW planned a low-volume run but canceled it as costs climbed.
Instead, they developed the larger Speedtop based on the 8 Series. It’s beautiful, but this concept struck the right balance for a daily driver. Had it reached production, I would have tried to get on the short list.
Conclusions
Host:
Jim, thank you for sharing your expertise and perspective on the new iX3. Fascinating discussion.
Up next, you can learn about the pinnacle of Toyota luxury—surprisingly, it isn’t a Lexus. Click the on-screen link to watch Jim break down a very special car he’d love to own.
