What's the difference?
When the BMW iX first showed up a few years ago, it was a promising look at what BMW seemed capable of when it comes to electric cars.
While mildly flawed, the iX was fast, comfortable and felt properly premium. Now it’s had a decent update, with the iX xDrive45 M Sport here to replace the former entry-level xDrive 40.
BMW claims among other mechanical and tech updates a power increase of 25 per cent, a 30 per cent greater energy content for the battery, a 38 per cent increase in driving range and a 17 per cent faster charging rate.
But in the time since the iX launched, there have been big strides in the premium electric SUV space, including new arrivals from European opposition like the Polestar 3; even a new American in the form of the Cadillac Lyriq.
Citroen's C4 Cactus made quite an impression. A polarising machine, it was the Frenchest French car for ages which translated into almost no local sales but admiration for the bravery of those who signed it off.
It did quite well in its home market though and its designers took note. When the company turned its attention to a smaller SUV based on the C3 hatchback - complete with the baffling Aircross name - the Cactus was an obvious inspiration.
With the Hyundai Venue on the scene - as well as a wealth of larger machines at lower prices - the Citroen C3 Aircross needs to be good to justify a big sticker price.
If anyone was worried that it would be too late to get a decent bit of value out of an entry-level iX, there's reassuring news.
With more power, range and features added to the model and the cost remaining close to its former sticker price, the iX has held up well despite now existing in a more competitive environment.
It's a good car, no question. Individuality is key to Citroen's brand appeal and you get that, too. A comfortable cabin, plush ride and hot damn, it's way too expensive, which is a crying shame. You could argue - as Citroen's product planners probably have - that it doesn't help to offer one in the mid-$20K mark because it won't make much money because so few people will buy it. Drop it at a premium, only lose a few opportunistic buyers but make more money per unit with committed fans? Why not, I guess?
Like most French cars, I'm glad it exists for weird French car fans like me to consider.