BMW has released a short video addressing online criticism aimed at the design language debuted by the new iX.

The two-minute clip – which we first spotted over on BMWBlog – was published on the German firm’s YouTube channel right after the unveiling of the new iX, suggesting the company was anticipating yet more backlash.

Entitled “What's your reason not to change?”, the video includes a number of comments seemingly pulled from social media, such as “Can’t you make electric cars look like normal cars?”, “Let me unsee this” and “Go back to making BMWs”.

The voiceover asks whether we somehow started “to be uncomfortable with the unknown” or if “have we just stopped being open [to] anything new”. Judging by the general tone of the YouTube comments below the video, the advert hasn’t quite had the desired effect.

As a reminder, the new all-electric iX is billed as the Munich-based firm’s “technology flagship”. Set to go into production in Dingolfing in the second half of 2021, the iX will employ two electric motors and a high-voltage battery rated (based on the brand’s “most recent calculations”) to develop more than 370 kW. That’s enough, says BMW, for a sprint from zero to 100 km/h in less than 5,0 seconds.

The company lists a power consumption figure of less than 21 kWh/100 km and a targeted range of more than 600 km (both calculated on the WLTP cycle).

Watch the clip below…