BMW reckons it has found a gap in the luxury end of market left by arch-rivals Mercedes. The Bavarians have long played second fiddle to their neighbouring arch-rivals, but with automotive world in a state of flux they might well have hit upon a way to lure some luxury buyers away from the three-pointed star.
Even the most cynical motoring hacks are gobsmacked by the 31.3in touchscreen that drops from the roof with a cinematic surround sound chorus. The focus on rear seat occupants combined with BMW’s design decision to opt for enormous front grilles — a favourite feature of many Asian markets — shows the brand’s focus is probably more on markets further east of its traditional European base. The targeted buyer is more likely from Changchun than Cologne, Chicago or Cork.
That said, it won’t be cheap. Prices for iX1 start at €63,210, while the regular X1 – in diesel guise - comes in at €48,200 when the cars land in Ireland this November.