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 not too long ago on the BMW R&D Middle in Beijing, BMW took the chance to exhibit precisely how this international platform has been uniquely tailored to satisfy the precise wants and tastes of consumers in China.
It’s essential 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 really related to Chinese language prospects, BMW’s native user-interface and user-experience groups—primarily based primarily in Beijing, Shanghai, and Nanjing—have spent important time adapting and tailoring the platform. BMW refers internally to this extremely specialised design and improvement unit because the “Skylab crew,” 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 so that they naturally fall throughout the driver’s central sight view. People sometimes have about 120 levels of peripheral imaginative and prescient, Xu defined, “however the really important info—the knowledge drivers rely upon most—is concentrated inside a a lot smaller 30-degree visible cone instantly forward. We designed the cockpit with this in thoughts, making a refined however efficient method to information a driver’s eyes naturally towards the street.”
Key Options and Apps for Chinese language Prospects
Past ergonomic enhancements, the Chinese language iDrive X expertise provides key options that instantly 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 capabilities throughout day by day commutes—usually at decrease speeds as a consequence of city congestion.
To accommodate this, BMW’s China crew built-in well-liked native streaming companies resembling iQiyi instantly into the infotainment platform. Consequently, 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 visitors widespread in China’s city environments.
Actually, BMW took an unconventional however considerate strategy by unlocking extra infotainment performance at decrease speeds, contrasting sharply with typical business apply of proscribing options whereas driving slowly. UX designer Andrea Feng highlighted this level particularly: “As a substitute of locking out options at low speeds—which is usually the case elsewhere—we selected to supply higher performance when visitors slows down or stops utterly. This can be a direct response to how driving actually occurs in China’s cities.”
Moreover, BMW’s Skylab crew 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 track lyrics clearly on the panoramic display. As Feng defined, “In China, music appreciation goes past rhythm and melody. Lyrics usually carry deeper poetic meanings, so we made positive the lyrics are visually highlighted, enabling passengers to understand songs totally 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. Not like standard 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 arms on the steering wheel, a transparent ergonomic enchancment supposed to reinforce the general consumer expertise.
Moreover, the central infotainment display has been rigorously repositioned, tilted exactly 17.5 levels towards the driving force. BMW made this adjustment after finding out driver habits extensively, aiming to forestall important info 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 all the time 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 info instantly onto specialised nano-coated glass, reaching crystal-clear decision. BMW additionally addressed a typical difficulty—visibility by means of polarized sun shades—by incorporating optical enhancements that guarantee drivers carrying polarized lenses can clearly learn all projected info, 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 diversifications of the brand new infotainment system underscore the model’s understanding of its Chinese language buyer base. And now greater than some 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 are going to study extra concerning the iDrive X’s distinctive Chinese language-market diversifications on the upcoming Shanghai Auto Present this April, so keep tuned!
