"Demand is very, very high": BMW’s sales chief says they can’t keep up with demand for their new electric SUV, even with three shifts at the factory.
12/11/2026 15:30
Updated to
12/11/2026 15:30
BMW is experiencing one of its biggest recent commercial successes with a fully electric vehicle. The new BMW iX3, the first model in what’s known as the ‘Neue Klasse’, continues to receive orders at a rate that is testing the German manufacturer’s production capacity. To meet this high demand, its factory in Debrecen, Hungary, is already operating at full capacity with three shifts per day.
In an interview with Automobilwoche, Tim Beltermann, BMW’s sales manager in Germany, stated that interest in the new electric SUV remains “uninterruptedly very, very high.” His comments come after BMW confirmed in September that it had received 100,000 orders for the iX3 alone in Europe during its first year since its launch. This result made its debut the best commercial start for a BMW model during that period.
BMW is operating on three shifts yet still cannot meet all demand
The new BMW iX3 began being delivered to its first customers in March 2026, and since then, demand has exceeded the manufacturer’s initial projections. This situation has forced a gradual increase in production at BMW’s plant in Debrecen, Hungary, which is currently operating at full capacity across 3 shifts.
Despite these efforts, buyers still have to deal with wait times that, depending on the chosen configuration, can be longer than usual. Beltermann acknowledges that BMW is trying to produce as many units as possible, but the high volume of orders continues to hinder deliveries.
The commercial success of the iX3 is particularly significant because it marks the beginning of a new generation of electric vehicles for BMW. The SUV offers up to 805 kilometers of WLTP range in its 50 xDrive version, featuring an 800-volt architecture that supports charging speeds of up to 400 kW. According to the brand, it can regain over 400 kilometers of range in just 10 minutes, always under optimal conditions.
BMW sees discounts as unnecessary
Curiously, the high demand is not preventing some German dealers from offering significant discounts on the BMW iX3 price. According to reports by Automobilwoche, units are available at around 55,000 euros, though the specific terms depend on each seller.
Beltermann believes these discounts are unnecessary from the manufacturer’s perspective. However, he notes that dealers have the freedom to set their own prices. “I can’t say why some dealers offer larger discounts on the iX3 than others. From our point of view, it wouldn’t be necessary,” the executive explained.
BMW also emphasizes that its goal is not merely to sell as many vehicles as possible. The company aims to maintain stable residual values and ensure adequate profitability for both the manufacturer and its sales network.
BMW hopes to repeat the success with the new electric i3
The enthusiasm generated by the iX3 has also raised expectations for the new BMW i3, the all-electric sedan that shares technologies from the Neue Klasse. Beltermann considers it one of the company’s key products and expects it to receive equally positive commercial reception. “It’s our flagship vehicle, our core model, and we expect it to sell very well,” said the BMW Germany executive.
However, he also doesn’t rule out that some versions of the i3 might experience longer delivery times than usual if demand reaches levels similar to those for SUVs. So far, Beltermann has not provided an updated figure for orders. Nevertheless, his statements indicate that demand remains high even after several months of deliveries, solidifying the iX3 as one of BMW’s most significant launches in recent years.