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The 2022 BMW iX is a technologically advanced electric SUV with a stunning, high-quality interior and impressive performance specs, but its success is heavily challenged by one of the most controversial and widely criticized exterior designs in the modern automotive era.
For luxury EV shoppers, the interior experience and driving dynamics are paramount, and the iX delivers a compelling package on these fronts. However, its polarizing exterior styling, highlighted by an oversized, non-functional grille, may be a significant barrier to entry for many buyers, especially at a starting price well over $84,000.
Debuting as the iX xDrive50, this flagship SUV features a dual-motor all-wheel-drive system. While official EPA figures were pending at the time of its launch, BMW anticipated a maximum driving range of approximately 300 miles on a full charge. For rapid recharging, the iX is equipped with DC fast-charging capability, allowing it to add a significant amount of range in a short period. This positions it as a direct competitor to vehicles like the Tesla Model X and Audi e-tron, with a focus on long-distance comfort and performance. The powertrain is part of BMW's broader electrification strategy, signaling a significant commitment to an electric future.
The styling of the iX is its most contentious feature. The front end is dominated by an enlarged, vertically oriented "Intelligence Panel" (BMW's term for the grille that houses radar and sensors). As there is no internal combustion engine to cool, this panel is a purely stylistic and functional element for advanced driver-assistance systems, yet its sheer size has drawn comparisons to everything from "a bucktoothed beaver" to classic automotive design missteps. The silhouette is a conventional two-box SUV shape, but details like the brightwork along the window line and the narrow, slit-like taillights create an overall aesthetic that many find awkward and unharmonious. Based on our assessment experience, the exterior design is the single greatest obstacle to the iX's wider acceptance.
Once inside, the iX presents a completely different and far more favorable impression. The cabin is a masterclass in next-generation luxury, featuring a minimalist, high-tech design that avoids the spartan feel of a Tesla. A massive, curved organic light-emitting diode (OLED) display houses the digital gauge cluster and the latest iDrive 8 multimedia system. This system is noted for its super-fast response times and crisp graphics. The unique "squircle"-shaped steering wheel is designed to improve visibility of the screens. The seats are exceptionally comfortable and stylish, upholstered in quilted leather, and the cabin makes extensive use of sustainable materials, including olive-leaf-tanned leather and recycled fishing nets for interior components. Rear-seat passengers enjoy generous legroom and a flat floor.
The iX embraces a "glass cockpit" philosophy with very few physical buttons. Primary controls are managed through the central touchscreen, voice commands, or a capacitive-touch panel with haptic feedback on the center console. This panel is innovatively crafted from wood to reduce visible fingerprints. While this creates a clean and modern look, it raises questions about usability compared to traditional tactile buttons, especially while driving. The vehicle's "Intelligence Panel" is also heated to prevent ice and snow buildup from obstructing the sensors, a thoughtful touch for all-weather functionality.
For potential buyers, the decision will ultimately come down to priorities. If cutting-edge interior technology, luxurious comfort, and strong electric performance are the main criteria, the BMW iX deserves a serious look. However, if exterior styling and curb appeal are significant factors, the controversial design may be a dealbreaker. A thorough test drive is essential to determine if the interior excellence outweighs the exterior styling.
