Marketing techniques usually converge to affirm that a great part of being successful comes from being creative. Not only giving people what they want, but finding new, different ways of doing it. This is what pretty much every big company in the world started to do in the past years, but even so, it’s possible to define an exception to that. Some of these, like BMW, took a moment from present and future to look to their past. After long studies, they ended creating some products using that as inspiration. And they’ve managed to prosper anyway.
BMW X3 belongs to the latter group because it’s essentially a small-scale version of X5. There’s no doubt it’s a great vehicle as well, but it’s also true that it wasn’t planned to be creative. People are attracted to it after making quick comparisons with other cars, like X3 being more comfortable than X1, being more affordable than X5 or looking tougher than Audi Q5, rather than thinking exclusively of it. The upcoming X4 will be a car which people buy for wanting precisely an X4, but its older brother relies on facts like being a BMW – and therefore repeating the company’s typical characteristics. But this stays far from being an insult because cars like this are still great. Besides satisfying low-profile buyers, X3’s neutral personality frees it to follow a path of its own.
Considering that X1 is mostly urban and X5 is too expensive, their middle brother results perfect to those who plan to actually leave the big cities. Its design does spell “off-road” better than those two’s, and this facelift just made everything even more interesting. Sure, the front fascia clearly follows BMW’s latest ideas, with refreshed headlights and bumper and bigger chrome grille with more chrome accents. Besides these, the new rear bumper alone can’t prevent looking from sides and rear to mistake the car for its outgoing self. But sailing through more than five years without heavy changes can be good, because it helps X3 to build a strong image. Instead of being another trend-follower, it gets closer to what competitors like Land Rover Freelander do.
Entering the car reveals even less changes. There will be a long list of options for color and material schemes, as always, but even better news are the new standard items: now, every X3 comes with automatic tailgate, satellite-based navigation system and heated seats, which increase an equipment set that also includes 17” alloy wheels, automatic lights and wipers, climate control, cruise control, front and rear parking radar, leather seats and high-quality audio system. There’s a whole new xLine trim, whose exclusive visual accessories aid to a stronger off-road feeling, and some versions can be upgraded with the 17” Aero wheels: their design is claimed to reduce the car’s CO2 emissions.
Going on sales next June, the refreshed BMW X3 hides its most important updates under the hood. Depending on the country, the first trim is sDrive18d, which makes 145 hp and 265 lb-ft and is capable of 131 g/km of CO2 and 25.5 kpl of diesel. The following option is sDrive28i, whose 2.0L four-cylinder achieves 240 hp and 260 lb-ft. sDrive28d uses a similar engine, but burns diesel and reaches 180 hp and 280 lb-ft. And xDrive35i is good for 300 hp and 300 lb-ft, going from 0 to 100 kph in 5s3 and to 250 kph of top speed. All-wheel-drive is standard only for the fastest option, but is available as an optional item for the others. Besides, transmission options will be six-speed manual or eight-speed automatic. This car is expected to start at US$ 39,325 in United States and at £30,990 in United Kingdom.