Earlier this 12 months, 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 just lately on the BMW R&D Middle in Beijing, BMW took the chance to reveal precisely how this world platform has been uniquely tailored to fulfill the particular wants and tastes of shoppers in China.
It’s vital to notice first that the iDrive X platform itself is common, constructed on shared world 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 clients, BMW’s native user-interface and user-experience groups—based mostly primarily in Beijing, Shanghai, and Nanjing—have spent vital 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 fastidiously 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 essential info—the data 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 approach to information a driver’s eyes naturally towards the highway.”
Key Options and Apps for Chinese language Clients
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 want 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 in style native streaming companies resembling iQiyi straight into the infotainment platform. Consequently, Chinese language drivers and passengers can now take pleasure in a cinema-like viewing expertise from the central infotainment display, particularly useful throughout prolonged durations of stop-and-go or stationary visitors frequent in China’s city environments.
The truth is, BMW took an unconventional however considerate strategy by unlocking extra infotainment performance at decrease speeds, contrasting sharply with typical business follow of proscribing 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 supply higher performance when visitors slows down or stops fully. This can be a direct response to how driving actually occurs in China’s cities.”
Moreover, BMW’s Skylab workforce paid specific consideration to culturally-specific experiences. One characteristic that resonated deeply with native media in the course of 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 music 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 totally and emotionally.”
A Redesigned Steering Wheel
BMW additionally took vital steps ahead in cockpit {hardware} design for its Neue Klasse fashions, beginning with a dramatically redesigned steering wheel. Not like typical BMW steering wheels, the brand new design options spokes at 6 and 12 o’clock positions. The steering was additionally fastidiously designed so drivers can comfortably grip it on the traditional 3 and 9 o’clock positions. The positioning of haptic buttons and surfaces ensures easy operation whereas holding the palms on the steering wheel, a transparent ergonomic enchancment meant to reinforce the general consumer expertise.
Moreover, the central infotainment display has been fastidiously repositioned, tilted exactly 17.5 levels towards the motive force. BMW made this adjustment after finding out driver habits extensively, aiming to stop essential info from being blocked by the steering wheel or driver’s arm. “We’ve angled the display particularly to take care of clear visibility,” BMW defined, “making certain 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 info straight onto specialised nano-coated glass, reaching crystal-clear decision. BMW additionally addressed a standard problem—visibility via polarized sun shades—by incorporating optical enhancements that guarantee drivers sporting 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 variations of the brand new infotainment system underscore the model’s understanding of its Chinese language buyer base. And now greater than another iDrive system earlier than, the brand new Working System X will ship a genuinely partaking and culturally related expertise tailor-made to drivers in China.
We’ll study extra concerning the iDrive X’s distinctive Chinese language-market variations on the upcoming Shanghai Auto Present this April, so keep tuned!
