What happens when BMW’s Head of Design hears what social media really thinks about the new iX3? At the Tokyo Motor Show, I sat down with Oliver Heilmer, BMW’s Head of Design, to talk through the Top 5 design details that people didn’t like about the new iX3 — straight from your comments online. From the kidney grille and retractable door handles to the tail lights, steering wheel, and missing iDrive controller, Oliver responds honestly and explains the design philosophy behind each one. This is an open, unfiltered chat about how BMW balances heritage and innovation — and how feedback from fans actually shapes the brand’s future. 00:00 – BMW iX3 Complaints 00:30 – The Honest Test setup 01:10 – #1 The Kidney Grille 03:15 – #2 Door Handles 05:50 – #3 Tail Lights 08:30 – #4 Steering Wheel 11:15 – #5 iDrive Controller 15:00 – Why BMW listens to feedback #bmwx3