To me its ugly, it looks like someone stuck some bits together; it does not look a complete design; I do not see BMW leading the way with design (quite the opposite) and would say Audi has had a much larger impact than BMW.
At £24K, its over priced, its too small, too ugly (sorry to say again) and just is not really anything of anything; its a nothing; I genuinely do not think they will sell many at all, I really do not and at £24K its way too expensive.
I personally think BMW have totally lost the plot, its like they are only firing on two cylinders from a 6 cylinder engine; to me this unit looks like too much of a comprimise which is why it looks odd...it looks really cheap and really tacky.
Put it at the side of a Kuga......X1 is no competition.....the Kuga wins hands down; I really do not think this X1 will sell very well at all anywhere.