I Didn’t Like the New BMW iX3 Until I Saw It in Person

First Impressions Don’t Last 

When it comes to BMW, first impressions are never final – take the Bangle Bimmers as an example. The brand has proven time and time again that the first (internet) impressions won’t ever dictate how well a product eventually does, or how it will factor into the cultural zeitgeist – at least that’s what I tried to tell myself while approaching the first of the “Neue Klasse” BMWs, the 2026 iX3. 

Now, if you ask me, the E46 generation is the most influential modern Bimmer in my mind, so when the brand unveiled the iX3 and i3, it left me with mixed feelings. The Bangkok International Motor Show (BIMS) set the stage for my first encounter with the “Neue” iX3, and safe to say, I was half impressed. 

BMW Sells What Sells 

It’s easy to get lost in the noise of online traffic at times. The vocal minority often creates an environment that can feel constricting at times, and the reception of the i3 weighed heavily on my mind as I picked apart the iX3. 

The pre-orders tell a different story. People are lining up to buy the “Neue” all-electric BMW crossover, and that fact also rang true with the number of people at BIMS crowding around BMW’s electric volume seller. 

Now, I don’t want to say that the enthusiasts’ perspective is totally invalid. I, too, have my dislikes when it comes to BMW’s “Neue Klasse,” but after seeing it in the metal, I have some things to say. 

Better in Person

As cliché as it sounds, photos do not do it justice. I appreciate the progressive design that BMW took, while paying homage to the past. Modern, sleek, quite stocky, but all in all, the exterior design didn’t feel as shouty as I thought it would. Understated it is not, but I guess that’s where many European brands are headed nowadays. 

The iX3’s front-end is mostly positive. It caught my eye, and I had to do multiple takes while I was at it. Compared to the previous-generation iX3, it looked a lot more special. It’s no longer a “grille” that dominates the front, and it is what it is now: a piece that highlights BMW’s heritage in LED lights rather than huge slabs of plastic that serve little to no purpose. I’m not a huge fan of how the headlights are integrated because they hide their “eyes” a bit, but I won’t lose sleep over it. However, BMW, why oh why did you put the front camera of the iX3 off-center? Seriously? 

The rear lights are just right in my opinion. I am a fan of how they look, and they’re distinct enough without trying too hard. Overall, I like the direction the iX3 is going, and I think the designers did well enough to keep things functional while retaining the brand’s upmarket, progressive appeal. Classic BMW heads may not agree. 

What the Hockenheim… 

While I will laud BMW for the iX3’s exterior design, it kinda stops there. I’m no stranger to the wonderful world of “Tesla-fying” interiors, and I have to say it’s very annoying. BMW locked the air-vent direction controls behind the massive 18-inch touchscreen. I hate how the industry is doing this, and you cannot change my mind. 

Anyway, aside from the fact that a lot of the iX3’s features require you to grease up a pane of glass, I’m rather impressed by the Panoramic Vision HUD. I thought it might be blurry, but there is a blacked-out section of the windshield that keeps things clear as day. I dig the implementation of this, but after gawking at that for a bit, I went back to nitpicking. 

I am quite perplexed by the interior design of the iX3. On the one hand, the ergonomics are sound, and it feels rock-solid, but the steering wheel design is just too garish for me. Some may say “futuristic,” others may say “opulent,” but to me, it’s just distracting. It’s the car equivalent of wearing a Richard Mille with a white t-shirt, a pair of jeans, and some if-you-know-you-know brand shoes. 

The rest of the interior is simple, elegant, and ergonomically sound. It’s a nice place to be, and BMW did a good job at making it approachable. When all the drive modes and climate control vents are in place, the interior is very straightforward and cohesive with the rest of the car – but again, “a Richard Mille with a white t-shirt.” 

I find the brown interior option a little more inviting. The color palette steals my attention away from the overly complex steering wheel, and I think it would be my pick if ever I were to spec out an iX3 for myself. Plus, I’m not a fan of the black-on-white color scheme.

First Impressions For Now: Mostly Positive 

In general, I can see why people were drawn to this car when it first launched. I did a quick online sanity check on what people thought of the design, and there are naysayers, but also a lot of buyers who are excited to get this car in their garages. I’m happy to see BMW returning to smaller kidneys while progressing with their “Neue” design language, but please lose the over-the-top steering wheel design and bring back manual vent controls. 

I don’t doubt that this will be one of BMW’s best-sellers, and it did give me a good impression. Maybe people will grow to love the steering wheel design, and maybe we’re looking at a future classic. You never know with these BMWs.