BMW learned a hard lesson in 2022 when it tried to charge a subscription fee for heated seats, prompting swift and widespread backlash. While the company walked that decision back within a year, it’s still firmly committed to the broader idea of subscription-based features.

In the case of the all-new iX3, BMW will ask its customers to subscribe to features such as the 360-degree camera and the Driving Assistant Pro package, which includes hands-free driving on highways and semi-autonomous features for urban settings, much like Tesla’s approach with its own systems nowadays.

Read: BMW iX3 M Coming As A Quad Motor Performance EV

This comes even as BMW concedes that offering heated seats as a subscription option was a mistake, and the fact that all new iX3s will have the hardware for advanced-driving assistance systems and the 360-degree camera.

Other features, such as real-time traffic updates and adaptive suspension, are also sold as subscriptions depending on the market. In Australia, adaptive suspension can be activated after purchase for A$29 (US$20) per month, with a one-month free trial to get drivers acquainted.

Why BMW Still Believes in Subscriptions

“The criticism we got was from the seat heating, so this was probably not the best way to start with it,” BMW head of product communications Alexandra Landers told Australia’s Drive. “However, we decided for the technology, everything is on board, but for the additional other systems, we also have costs for running. You have cloud use, and that is cost.”

“If you use it, we have to pay for it. It’s not everything important [to every customer], but the technology is important [to have in all vehicles], and we still believe in the option offer structure that you do not have to decide from the start if you want this ADAS [safety] system.”

Landers added that having subscriptions can be useful for owners who may change their mind about having a certain feature during their ownership. “For example, if they’re sitting in a traffic jam, and think ‘Oh, maybe I should have bought [ADAS] two years ago’. And then they can, you know, add it online.”

BMW will tie downloadable over-the-air software updates to its subscriptions. For example, as ADAS systems are improved, updates could be introduced to paying subscribers.

Some features, however, will reach certain regions before others. BMW confirmed that semi-autonomous driving functions will first roll out in Germany before expanding to other markets.

Performance Stays Unlocked

That said, BMW has ruled out certain types of paid upgrades entirely. Customers won’t be able to unlock more power or battery range through remote updates, as the automaker believes base vehicles should deliver full performance from the start.

“Because this is the thing we say, you buy a car with maximum power, and we are not a tuner. You just felt that 345 kilowatt (463hp), so why restrict it and then have [customers] pay [more] for it? That didn’t make sense for us as an offer strategy.”

Will Buyers Push Back?

It remains to be seen how customers will respond to the subscription offerings for the latest BMW models, particularly the new iX3. While locking the advanced semi-autonomous driving system behind a paywall isn’t unique in the industry, as Tesla does with its supervised Full-Self Driving suite, requiring a subscription for features like a 360-degree camera, is bound to be controversial.

The Neue Klasse revolution has barely begun and already BMW has a problem. The good kind. Buyers are snapping up the new electric iX3 so quickly that it’s almost sold out through to the end of 2026, forcing the company to speed up plans for extra factory shifts.

Related: BMW iX3 M Coming As A Quad Motor Performance EV

That’s a big vote of confidence for a car customers haven’t even driven yet. Since its debut last autumn, the iX3 has made up around a third of BMW’s electric orders in Europe. Deliveries only start in March, yet much of the planned output is effectively gone.

To keep wait times from stretching into next winter, BMW is bringing forward a second production shift at its brand new Debrecen plant in Hungary, Auto News reports. The site is BMW’s first factory built purely for EVs, and while it’ll eventually build around 150,000 cars a year, it’s currently still ramping up. Clearly, that ramp needs to get steeper.

This matters far beyond one SUV. The iX3 is the first model on BMW’s all-new Neue Klasse platform and wears a bravely modern Neue Klasse design, as will the upcoming Neue Klasse 3-Series replacement later this year.

If buyers are this enthusiastic about the SUV, BMW executives will be feeling pretty good about the electric sports sedan waiting in the wings.

More Tech, More Color for 2027MY

BMW isn’t wasting time in adding polishing the package to make the iX3 even more desirable, either. From spring, the compact SUV gains an optional 22 kW AC charging upgrade, cutting home and workplace charging times. It also adds Vehicle to Load capability, letting owners power external devices at up to 3.7 kW and making camping trips more sophisticated.

There are fresh paint choices, too, including Eucalyptus Green metallic and Frozen Space Silver, plus some interior trim tweaks and the introduction of new options like a stainless steel loading sill, bright white steering wheel and an M-striped key.

Smaller SUVs Get Some Love Too

And BMW’s older electric crossovers aren’t being ignored this year, even if the iX3 is hogging the spotlight. The iX1 and iX2 receive more efficient silicon-carbide semiconductor components, boosting range by about 25 miles (40 km) depending on version. That’s a handy bump for everyday usability, improving the previously poor range of the best-performing eDrive20 to as much as 319 miles (514 km).

BMW unveiled the iX3 last fall and now the company is previewing the upcoming long-wheelbase variant. The electric crossover is being developed “in China, for China, and with China.”

Set to battle the Mercedes GLC L with EQ Technology, the iX3 Long Wheelbase will debut at the Beijing Auto Show in April and be launched in the second half of the year. When it arrives, the iX3 will become the first long-wheelbase model based on BMW’s Neue Klasse platform.

More: Mercedes Gave China’s Electric GLC A Little Extra, And It Shows

Looking instantly recognizable, the crossover has a wheelbase that has been stretched 4.3 inches (108 mm). Doing the math, the model will have a 118.3 inch (3,005 mm) wheelbase, which is 1.2 inches (30 mm) longer than the X5.

That’s pretty big and BMW said the iX3 Long Wheelbase will deliver “significantly enhanced rear-seat comfort and overall spaciousness.”

China-Specific Technology

Catering to the Chinese market requires more than just stretching the wheelbase and BMW is more than happy to oblige. In this case, they’ve developed a “Chinese derivative” of Operating System X, which “incorporates approximately 70 percent locally developed software engineering.”

Customers will also find a navigation system developed in collaboration with Amap as well as an Intelligent Personal Assistant that uses large language models from Alibaba and DeepSeek.

BMW is also working on China-specific driver assistance systems with Momenta. These will be “tailored to local traffic conditions and usage scenarios” in order to deliver “highly capable driver-assistance functions optimized for complex urban environments, highways, and long-distance travel in China.”

More Than 559 Miles Of Range

The automaker is keeping powertrain details under wraps, but said the iX3 Long Wheelbase will have an 800-volt electrical architecture, cylindrical battery cells, and sixth-generation eDrive technology. That’s vague, but BMW promised a 400 kW DC fast charging capability as well as a CLTC combined range in excess of 559 miles (900 km).

When the battery is low, it can get more than 249 miles (400 km) of range in as little as 10 minutes. If you’re not in a rush, a 21 minute charge can take the battery from 10-80%.

We’ll learn more in the coming months, but the European iX3 was launched in 50 xDrive guise. It features a 108.7 kWh battery pack as well as a dual-motor all-wheel drive system producing a combined output of 463 hp (345 kW / 469 PS) and 476 lb-ft (645 Nm) of torque. This enables the model to accelerate from 0-62 mph (0-100 km/h) in 4.9 seconds, before hitting a top speed of 130 mph (210 km/h).

It remains to be seen if the long-wheelbase variant will echo that, but BMW said the crossover will have a China-specific chassis and suspension setup. It aims to provide a “refined balance between comfort and stability across a wide range of driving scenarios.”

While China is the main focus for the iX3 Long Wheelbase, the model will also be offered in select markets around the world. These will include India, Indonesia, Thailand, and Malaysia.