BMW Spends Two Years Making a Blurry Electric Crossover Slightly Less Beige
KEY POINTS
- •BMW teased its Neue Klasse electric vehicle platform extensively over two years leading up to the iX3 launch.
- •The iX3 is a crossover SUV, often seen as an uninspired segment, but testers found it somewhat surprisingly decent.
- •After a full day test-drive and detailed looks, The Verge’s impression shifted from skepticism to faint approval of the finished iX3.
BMW teased car nerds relentlessly for two years about its Neue Klasse EV platform, juggling buzzwords like 'retooled active safety' and 'dashboard-filling displays' like a Silicon Valley startup hyping a potato chip. The hero? The 2026 iX3 crossover SUV—the automotive equivalent of plain toast – which somehow survived this marathon hype without putting you to sleep. The Verge team spent a day behind the wheel, admitting surprise that the iX3 'really is …' something other than another beige blur on the road. BMW clearly mastered suspense, leaving us wondering if the car’s biggest plot twist is not being boring.
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(1 of 3)BMW hyped the iX3 for two years like it was curing cancer, but it’s just a mildly less yawning crossover trying to sneak past attention like your dad at a TikTok party.
After two years of buildup, BMW’s iX3 debuts as the Tesla Model Y’s equivalent in the drywall world: structurally sound, but why are you even showing me this?
BMW’s Neue Klasse has been the longest 'will they, won’t they' saga since Friends—only it’s an SUV that still couldn’t get a decent punchline.
Source: Theverge | Published: 12/3/2025 | Author: Tim Stevens
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