Intangibles - 2012 BMW X3 Long-Term Road Test

2012 BMW X3 Long Term Road Test

2012 BMW X3: Intangibles

December 03, 2012

BMW X3 interior.jpg

It's a nice interior, right? Tightly stitched Nevada leather upholstery, minimal wood accents, brushed metal trim. Feels like it could be the lobby of a hip Chicago hotel or something. The shifter, iDrive controller and center stack all canted toward the driver. The form-fitting seats and perfect wheel heft.

You realize this is where BMW starts to earn its money. You don't have to be an enthusiast to appreciate these refinements. Sure the engines are great and the steering is benchmark. But how you feel when you slide behind the wheel of the X3 or 3 Series serves as a daily reminder of money well spent. It feels like success.

BMW obviously isn't the only automaker to understand this psychology, but they might exploit it better than most. When you can get into a 328i lease for about the price of a combined cable, internet and mobile phone bill, success suddenly looks and feels a little more immediate.

But you won't be leasing our $53,000 X3 for $339 a month like you might a 2013 328i. This kind of success might still make you wait until you get the corner office.

Dan Frio, Automotive Editor

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