I probably only need the fingers of one hand to count the number of cars with a universally appreciated design. People love to complain, and if I tried hard enough I could probably find someone willing to criticize the E31. Heck, maybe there are people out there who don’t like the timeless Z8. BMW’s recent designs have been heavily criticized, be it for polarizing kidney grilles, split headlights or simplified dashboards.
However, we noticed a positive change after introducing the new iX3. The “NA5” hasn’t faced nearly as much backlash as some of BMW’s recent models. This is an encouraging sign considering the electric SUV introduces a fresh design language. By the end of 2027, the new look will be spread across over 40 cars. The smoother surfaces are used on all models, along with a completely different interior with iDrive X and Panoramic Vision.
We read the comments on our iX3 articles and saw the reactions on social media. While most have commented positively, some still argue that BMW is moving in the wrong direction. Based on feedback from the internet, we asked Oliver Heilmer to address some of the most common complaints surrounding the first modern Neue Klasse.
He is responsible for the design of all compact and mid-range models, from the 1 Series/X1 to the 3 Series/X3. The former head of MINI design is also responsible for designing future M vehicles. However, it’s important to note that he took on this new role about a year ago. At this point, the iX3’s design was probably already finalized.
In other words, BMW likely completed the iX3’s design before Heilmer took over as lead designer for the compact, midsize and M models. In our exclusive video filmed at the 2025 Japan Mobility Show, Oliver addresses criticism of the retro kidney grille, flush door handles, taillight design, steering wheel shape and the removal of the iDrive controller.
Say what you will about the iX3’s looks inside or out, but you have to respect BMW for addressing these complaints on camera. It’s rare for a manager to appear in a video that focuses solely on negative feedback from the public.
Hearing Oliver explain the reasons behind these design decisions should provide a clearer understanding of why BMW is moving in a new direction while honoring its illustrious legacy.
