The heater can use 4-6 Kw continuous if on at a higher setting. This will kill your range. In snow I have no issue other than my car is lowered and with the carbon lip I can do free snowplowing for the city.
If it does that continuously then they designed the model 3 heater a lot worse than the S one by a factor 2-3 which I sort of doubt. Drawing 4-6 kW to keep the cabin warm once it heated up would mean they have gone out of their way to make the least efficient heating solution ever or that the people in the car will be sitting in a sauna. Tesla Bjorn seems to have measured 1.5-2 kW at around -20, albeit while standing still.
The Model 3 uses the front motor instead of the heat pump in a Model S/X and now the Model Y. You can hear this when the car is "preconditioning for Supercharging" as an example with the high pitched whine that sounds like a turbo. In Winter the car will always try to keep the battery warm to prevent damage, and during driving if you start with a cold battery you will suffer a lot. The heat pumps use a lot less energy to get things up to temp. Just give it another few weeks/month and you'll see the flood of posts into the forum about range loss when winter hits.
Yeah but a heat pump isn't really that efficient in winter weather (below -10). By the way, Model S and X doesn't have a heat pump, they use a resistive heater so there shouldn't be much of a edge compared to using the motor to generate the heat.