BMW is rethinking how it designs its models, yet it has no intention of walking away from bold, polarizing cues altogether. The company outlined this stance alongside the debut of the second-generation iX3, shaped by the Neue Klasse design language.
The refreshed iX3 keeps the brand’s recognizable silhouette but reads more restrained. The most visible change is the reworked signature grille: more upright and compact, a shift from the larger forms seen before. BMW Group’s design chief Adrian van Hooydonk said the new direction focuses on longevity and cutting visual clutter. The cleaner execution suits an everyday electric SUV, preserving brand identity without shouting for attention.
BMW emphasizes that Neue Klasse does not spell an end to expressive models. Vehicles like the XM will remain in the line-up, now complemented by more universal, calmer designs. The brand plans to offer distinct stylistic paths for different audiences. It’s a pragmatic balance: attention-grabbing flagships draw eyes, while refined mainstream models quietly win over daily drivers.
