The luxury electric SUV market is heating up, with established German automakers facing fresh competition from rivals like Volvo. While BMW, Audi, and Mercedes traditionally dominate the high-end segment, Volvo has entered the fray with the EX90 – a seven-seat electric vehicle designed to challenge the status quo alongside its existing XC90 model.
This comparison pits the Volvo EX90 against the BMW iX, currently considered one of the best premium electric SUVs available. Both vehicles have undergone recent updates, but remain focused on delivering modern luxury, strong performance, and, in Volvo’s case, class-leading safety. The question remains: which SUV will prevail in this rapidly evolving market?
Volvo EX90: The New Challenger
Volvo’s strategy is to launch dedicated EVs rather than simply electrifying existing combustion models. The EX90 shares proportions and a seven-seat layout with the XC90, retaining Volvo’s commitment to design-led luxury and safety. Priced from £80,160 to £97,460, it comes in Single Motor, Twin Motor, and Performance variants with generous standard equipment.
Key Features:
- Safety Focus: Volvo’s EX90 prioritizes safety with advanced driver-assistance systems.
- Seven-Seat Layout: Offers genuine seven-passenger capacity, a rare feature in the premium EV segment.
- Google Integration: Uses Android Automotive OS for a responsive and feature-rich infotainment system.
However, the EX90’s efficiency lags behind the BMW, returning 2.7 miles per kWh compared to the iX’s 3.5. Its 2.689-tonne kerbweight also impacts handling, making it less agile on twisty roads.
BMW iX: The Established Leader
The BMW iX has already cemented its position as a top contender in the premium electric SUV class. The 2025 updates further refined its performance, tech, and quality. Priced from £75,405 to £93,205, it offers multiple configurations, including the high-performance M70 variant.
Key Features:
- Superior Handling: Remains one of the best-handling electric SUVs, balancing comfort and agility.
- Efficient Powertrain: Delivers 3.5 miles per kWh, offering a longer range on a single charge.
- Innovative Tech: Includes ‘My Modes’ that adjust drivetrain, lighting, and audio settings for different moods, including a futuristic soundtrack composed by Hans Zimmer.
The BMW iX also benefits from optional rear-wheel steering, enhancing maneuverability in tight spaces. While its design remains divisive, its overall performance and luxury experience are undeniable.
Head-to-Head Comparison
On the road, the EX90 prioritizes comfort but suffers from noticeable body roll due to its weight. The BMW iX, in contrast, offers sharper handling without sacrificing ride quality. Both vehicles provide rapid acceleration, though the BMW’s futuristic soundtrack adds to the driving experience.
Tech and Safety:
Volvo’s 14.5-inch touchscreen is responsive, but some shortcut buttons are small. BMW’s panoramic screen is intuitive, aided by an iDrive controller and physical shortcuts. Both cars feature comprehensive safety suites, though direct Euro NCAP comparisons are difficult due to testing gaps.
Practicality:
The EX90’s seven-seat layout gives it a clear advantage in versatility, while the iX offers ample space in its five-seat configuration. Both provide generous boot capacity and advanced camera systems for low-speed maneuvers.
Verdict
Winner: BMW iX
The revised BMW iX remains the superior choice in this segment. It strikes the ideal balance between performance, handling, and efficiency, delivering a luxurious experience that rivals even high-end limousines. The iX’s refinement and technology set a high standard, making it the clear winner for those seeking a premium electric SUV.
Runner-up: Volvo EX90
The Volvo EX90 is a strong contender, particularly for buyers needing seven seats. Its plush cabin offers a fresh alternative to tech-heavy interiors, but its lower efficiency and heavier handling hold it back.
Ultimately, the BMW iX’s performance, refinement, and efficiency give it the edge in this high-stakes competition.
