Earlier this yr, at CES 2025 in Las Vegas, BMW unveiled its most superior infotainment system to this point: the iDrive X. Now, at BMW Tech Days held lately on the BMW R&D Middle in Beijing, BMW took the chance to show precisely how this international platform has been uniquely tailored to satisfy the precise wants and tastes of consumers in China.
It’s vital to notice first that the iDrive X platform itself is common, constructed on shared international software program code that underpins BMW’s next-generation digital cockpit worldwide. However to ship an intuitive and immersive expertise actually related to Chinese language clients, BMW’s native user-interface and user-experience groups—based mostly primarily in Beijing, Shanghai, and Nanjing—have spent important time adapting and tailoring the platform. BMW refers internally to this extremely specialised design and growth unit because the “Skylab workforce,” which stays the automaker’s largest full-stack interplay design group outdoors of Munich.
The “Visible Cone”
One of many standout design ideas revealed throughout BMW Tech Days was the “Visible Cone.” Interplay Design Director Daisy Xu described this strategy as rigorously positioning the cockpit’s shows and controls in order that they naturally fall inside the driver’s central visual field. People sometimes have about 120 levels of peripheral imaginative and prescient, Xu defined, “however the actually vital data—the knowledge drivers rely on most—is concentrated inside a a lot smaller 30-degree visible cone straight forward. We designed the cockpit with this in thoughts, making a delicate however efficient solution to information a driver’s eyes naturally towards the highway.”
Key Options and Apps for Chinese language Prospects
Past ergonomic enhancements, the Chinese language iDrive X expertise provides key options that straight align with native buyer preferences. For instance, BMW’s analysis confirmed that Chinese language drivers sometimes desire extra immersive leisure options and simpler entry to infotainment features throughout day by day commutes—typically at decrease speeds attributable to city congestion.
To accommodate this, BMW’s China workforce built-in fashionable native streaming companies corresponding to iQiyi straight into the infotainment platform. In consequence, Chinese language drivers and passengers can now get pleasure from a cinema-like viewing expertise from the central infotainment display, particularly useful throughout prolonged durations of stop-and-go or stationary site visitors frequent in China’s city environments.
In actual fact, BMW took an unconventional however considerate strategy by unlocking extra infotainment performance at decrease speeds, contrasting sharply with typical trade apply of limiting options whereas driving slowly. UX designer Andrea Feng highlighted this level particularly: “As an alternative of locking out options at low speeds—which is usually the case elsewhere—we selected to offer higher performance when site visitors slows down or stops fully. It is a direct response to how driving actually occurs in China’s cities.”
Moreover, BMW’s Skylab workforce paid explicit consideration to culturally-specific experiences. One characteristic that resonated deeply with native media throughout the occasion was BMW’s distinctive strategy to music playback. Recognizing the cultural significance of lyrics and poetic traditions in China, the brand new iDrive X prominently shows tune lyrics clearly on the panoramic display. As Feng defined, “In China, music appreciation goes past rhythm and melody. Lyrics typically carry deeper poetic meanings, so we made certain the lyrics are visually highlighted, enabling passengers to understand songs absolutely and emotionally.”
A Redesigned Steering Wheel
BMW additionally took important steps ahead in cockpit {hardware} design for its Neue Klasse fashions, beginning with a dramatically redesigned steering wheel. In contrast to typical BMW steering wheels, the brand new design options spokes at 6 and 12 o’clock positions. The steering was additionally rigorously designed so drivers can comfortably grip it on the basic 3 and 9 o’clock positions. The positioning of haptic buttons and surfaces ensures easy operation whereas preserving the fingers on the steering wheel, a transparent ergonomic enchancment supposed to reinforce the general person expertise.
Moreover, the central infotainment display has been rigorously repositioned, tilted exactly 17.5 levels towards the motive force. BMW made this adjustment after finding out driver habits extensively, aiming to forestall vital data from being blocked by the steering wheel or driver’s arm. “We’ve angled the display particularly to keep up clear visibility,” BMW defined, “guaranteeing essential controls and data at all times stay in direct sight.”
The Panoramic Show with HUD
Maybe probably the most visually spectacular side of the iDrive X is the expansive Panoramic show. Spanning from A-pillar to A-pillar, this cutting-edge characteristic tasks data straight onto specialised nano-coated glass, attaining crystal-clear decision. BMW additionally addressed a typical concern—visibility by polarized sun shades—by incorporating optical enhancements that guarantee drivers carrying polarized lenses can clearly learn all projected data, eradicating a typical pain-point for a lot of drivers.
One factor was clear on the finish of the tech workshop. BMW’s considerate, locally-tailored variations of the brand new infotainment system underscore the model’s understanding of its Chinese language buyer base. And now greater than every other iDrive system earlier than, the brand new Working System X will ship a genuinely participating and culturally related expertise tailor-made to drivers in China.
We’ll be taught extra in regards to the iDrive X’s distinctive Chinese language-market variations on the upcoming Shanghai Auto Present this April, so keep tuned!
