One thing I’ve noticed in my nearly 20-year career as a journalist is that car manufacturers tend not to release pictures of their cars at night. Most press photos show vehicles in broad daylight, but we rarely see interiors at night. BMW is now bucking that trend with the new iX3, which will be unveiled this week at CES 2026 in Las Vegas.
Since CES is primarily a technology trade fair, BMW is focusing more on the “brains” of the iX3 than on the electric SUV itself. This is the first public presentation of the AI-powered BMW Intelligent Personal Assistant with Alexa+ technology. Marketing jargon aside, it’s essentially an advanced voice assistant designed to provide human-like interaction.
For example, you can ask more than one question in a single sentence, whether it’s about the car or a general topic unrelated to the iX3. Once you’re done using the AI assistant, you can switch to video streaming on the stately 17.9-inch screen. Streaming only works when the vehicle is stationary and there is a dedicated video app. If you already have a Disney+ account, it also works in the car.
Another way to pass the time while the iX3 is parked is to play video games. The AirConsole functionality, already available in current BMW models, turns your smartphone into a controller for the central display. There’s even an exclusive game: Hot Wheels: Xtreme Overdrivelimited to BMW customers. You can play alone or team up with passengers.
A total of more than 85 apps are available, including YouTube Music for the first time. Zoom is also supported, so you can use the iX3’s main screen, but only when stationary. As soon as the car is in motion, the video transmission is switched off and the connection remains only via audio.
You’re probably familiar with the iX3’s interior by now, but these images at dusk highlight the complex ambient lighting. Whether it’s too much or just enough is a matter of personal taste. BMW presents the electric crossover with the optional sports steering wheel with M logo. However, it should not be confused with the actual M wheel, which has spokes arranged differently.
The featured iX3 features Castanea upholstery, one of several synthetic leather options. For those who prefer the real thing, BMW offers Merino leather for an additional charge. Speaking of options, a white steering wheel will also be available, but only if the vehicle is equipped with “Digital White” upholstery.
Although BMW is unveiling the iX3 at CES, the company hasn’t finalized pricing for the U.S. yet. The company also says the 50 xDrive will start at around $60,000 when it goes on sale this summer, with a cheaper single-motor, rear-wheel drive version expected in early 2027.
