Some context from Hagerty...
Gemini summary:
While the video predominantly focuses on the i3 and i8, it references the iX3 as part of BMW’s shift away from the radical "Project i" philosophy towards a more conventional approach.
The Role of the iX3 in BMW's History
The Shift in Strategy:
The video explains that after the high costs and practical failures of the carbon-fiber i3 and i8, BMW abandoned the "clean-sheet" design approach. The iX3 represents this new direction: building electric versions of existing, popular internal combustion engine (ICE) models rather than creating unique, standalone EV architectures [02:13].
End of "Project i": The narrator suggests that the iX3 marked the "beginning of the end" for the experimental "Project i" era. Instead of using expensive materials like carbon fiber to save weight, BMW pivoted to using standard steel and aluminum platforms that could support both gas and electric drivetrains [02:35].
Practicality over Innovation: The iX3 is framed as a more "realistic" product compared to the i3. While the i3 struggled with limited range, unconventional doors, and high prices, the iX3 offered a familiar SUV experience that was easier for traditional BMW customers to adopt [11:40].
Why the Pivot Happened
Efficiency Lessons: The video notes that the i3’s extreme weight-saving measures (like carbon fiber and ultra-thin tires) didn't actually make it more efficient than heavier, traditional EVs like the VW e-Golf [10:39].
Cost Management: By moving to models like the iX3, BMW could avoid the massive $2 billion investment required for unique platforms and instead leverage their existing production lines [02:53].
In summary, the video treats the iX3 as the "correction" to the i3's eccentricities—a sign that BMW decided to stop being a "mobility provider" and went back to being a car company [03:43].