BMW IX1 vs Audi Q3

What's the difference?

The world is full of shock brand announcements.

Remember the time Coke suddenly changed its cola recipe? Or when Apple decided to take on Nokia with iPhone? Nobody saw those coming.

We all know how the latter turned out and even the former eventually became a marketing masterstroke.

Now here's another super-surprise – a German electric luxury SUV that’s actually comparatively inexpensive. And not stingily equipped. Yep, we’re talking about the iX1.

Based on the really rather impressive third-generation X1, it decisively undercuts similarly-specified rivals from Mercedes-Benz (EQA, EQB) and Genesis (GV60).

But is the Bavarian EV SUV worth paying that little bit extra for against (only very slightly) cheaper alternatives like the Hyundai Ioniq 5, Kia EV6, Tesla Model Y, Polestar 2 and Volvo XC40 Recharge?

Let’s see.

Replacing a popular model is fraught with danger. Existing customers will tell you they love it, while focus groups of non-customers will tell you why they hate it and sometimes carmakers get caught trying to appease both groups.

Sometimes they’ll make it too big or change too much in the search for more sales and ultimately end up removing the elements that made it popular in the first place.

Which is why Audi has been extra careful with some subtle evolution for this new-generation Q3 SUV and Sportback. This isn’t just a popular model for Audi Australia, it has been the best-selling model for the German brand for more than five years, so getting it wrong would be a disaster.