BMW has subtly teased an upcoming vehicle reveal scheduled for December 24, embedding the announcement within a seasonal marketing campaign. The reveal, delivered via an advent calendar-style video, showcases a lineup of existing electric models—including the iX1, iX2, i4 M50, i5 M60 Touring, and i7—before culminating in a darkened silhouette of an unidentified crossover.
What We Know So Far
The teaser’s inclusion of only electric vehicles strongly suggests the mystery model will also be battery-powered. Its shape bears resemblance to the recently unveiled iX3, leading analysts to speculate on a high-performance variant or a new trim level.
Potential Candidates
Several models could be the subject of BMW’s Christmas Eve reveal:
- iX3 M60: Spy shots confirm BMW is developing a sportier version of the iX3, featuring enhanced suspension, upgraded brakes, and minor cosmetic changes. This is considered the most likely scenario.
- Next-Generation i3: BMW has been gradually teasing the i3 for months, and the holiday season could be an opportune moment to share additional details.
- iX5: Although slated for a full debut next year, BMW might offer a sneak peek at the upcoming iX5 crossover, which has already been spotted in prototype form.
- iX3 Single-Motor Variant: BMW previously indicated plans to release a rear-wheel-drive version of the iX3, making this another credible possibility.
Why This Matters
The timing of the announcement is noteworthy. Automakers often leverage holiday marketing to generate buzz, but BMW’s approach is unusually cryptic. The company may be testing the waters with a limited reveal before a broader launch in 2024. The choice to tease a new EV during the Christmas season underscores BMW’s commitment to electrification.
BMW’s move highlights the growing trend of automakers using unconventional marketing tactics to build anticipation for upcoming releases. The company’s decision to drop hints rather than unveil specifics suggests a calculated strategy to maximize engagement and generate speculation among enthusiasts.
The mystery model will be fully unveiled on December 24, promising a clearer picture of BMW’s electric vehicle strategy in the new year.
