The latest all-electric Beamer has divided opinion thanks to its controversial styling, but the interiors team will have no such concerns with a striking, unconventional layout that allies boutique hotel design with hidden tech
Given the controversy behind BMW’s current exterior design strategy – notably its increasingly large and flary-nostrilled grilles – it was interesting that head of BMW Group design Adrian van Hooydonk chose to start his online presentation for the new iX mid-size SUV from the driver’s seat. To these eyes at least, the interior of the iX appears far less divisive than the exterior and will be a crucial element to the success or failure of the long-awaited second all-electric BMW.
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