The less traditional approach to product positioning that the BMW IX represents, and the things it says about its owner, could make it exactly the right kind of alternative status symbol for the changing times in which we now live. Road test review
None of that might matter to you, however, if the car fails the first test of a piece of luxury product design: simply, that you want one. BMW’s current approach to design is likely to continue making that hard for some of us.
For others, the less traditional approach to product positioning that this car represents, and the things that it says about its owner, could make the iX exactly the right kind of slightly reluctant, alternative status symbol for the rapidly changing, unsure times in which we now live.
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