FREUDE by BMW and the all new G45 X3

I first discovered the concept of Freude by BMW earlier this year, during my exciting visit to the 2024 Tokyo Auto Salon in the latest and hippest locale, Azabudai Hills as I was heading back to the train station after a wonderful dinner in the heart of Tokyo. Back then, even though it was still under construction, the giant BMW logo caught my eye. Ever since, I’ve been eagerly tracking its progress toward the grand launch, anticipating a return to experience it fully on a future visit.

That future visit is now, as I finally made my way back to Azabudai Hills. On paper (or rather, on screen), Freude by BMW promised quite an experience, a cafe, a bar and a restaurant nestled within a space reflecting BMW’s essence of “FREUDE”- the joy of discovery and connection. Having previously explored the iconic BMW Welt and The Studio at Motorworld München, as well as Singapore’s own Porsche Studio, I arrived with high expectations for something equally captivating.

Unfortunately, Freude by BMW fell far short of expectations and turned out to be a major disappointment. While the café and bar appeared stylish—and, given this is Tokyo, likely serve excellent fare—automotive enthusiasts hoping for a true BMW haven would walk away deeply let down. The space featured just a single car on display, and even the curated selection of BMW Studio products felt sparse and uninspired—especially when compared to other automotive-themed brand spaces scattered across the city. And in this city where time is particularly precious, Freude by BMW is hardly worth a dedicated trip unless you’re already in the area—perhaps visiting TeamLabs. Instead, I’d recommend heading to Ginza to check out the Porsche Studio and Nissan Crossing, both offering more engaging experiences and if you have a bit more time, a visit to Apit Autobacs in Shinonome is a must for any car enthusiast. For the die-hard BMW fan, however, I’d strongly suggest making the journey to either Studie Yokohama or Tokyo to truly satisfy your passion for the brand.

Coincidentally, the day of my visit also marked the lifting of Singapore’s press embargo on the all-new G45 X3, which was the very single car on display at Freude by BMW (as it was also just launched in Japan). So without further ado, may I present to you, the all new, fourth generation BMW X3, now available for sale in Singapore. 

Taking over from the third-generation X3 is undoubtedly a daunting task, as the G01 was one of BMW’s most successful models, winning the hearts of drivers worldwide with its blend of performance, luxury, and practicality. In fact, it became the top-selling BMW globally in 2023, a remarkable achievement that underscores its widespread appeal and the high bar the new G45 X3 must meet.

To that end, and for our local market, the new X3 will launch with three variants: the X3 20 xDrive, the X3 20 xDrive M Sport, and the high-performance X3 M50 xDrive. Additional variants may be introduced later, though BMW has not shared any details regarding future availability.

Visually, the new X3 embraces a more minimalist aesthetic, aligning with BMW’s current monolithic design language. Sporting a cleaner and a more minimalistic aesthetic compared to its more athletic, though now slightly dated, predecessor.

The surfaces are now much more slab-sided, and although the new X3 has only grown slightly—by 34mm in length and 29mm in width—the updated design language gives the impression of a much larger increase in overall dimensions.

Inside, the new X3 also brings with it BMW’s latest interior styling, with the light bar and elongated digital displays now making their appearance in this mid-sized luxury SUV (SAV, ahem). The interior is a visually exciting execution, with high-tech controls seamlessly integrated alongside the door handles, and main functions thoughtfully placed throughout the cabin for an intuitive experience.

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That said, we do have some concerns regarding the choice of interior materials in the latest model. Several touch points felt a tad underwhelming and less refined than expected for a car in this segment and price range. Oh yes, the price. The all new X3 20 xDrive starts at $336,888 with COE (as of December 2024). The M Sport version at $348,888 with COE, and the top-spec X3 M50 xDrive comes in at $439,888 with COE.

In case you’re wondering, no, there won’t be an iX3 variant of this model. While a new iX3 is coming, it will be built on the all-new Neue Klasse architecture. Though we suspect the two will share similar visual traits, the X3 and iX3 won’t have identical exterior designs. I reckon we can think of it like the new electric Mini Cooper SE and the new ICE Mini Cooper S—similar, but different.

That said, we’ll reserve judgment until we have the opportunity to get behind the wheel. If you’re curious though, the new BMW X3 will be on display at the Singapore Motorshow in January, 2025.