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 Heart in Beijing, BMW took the chance to exhibit precisely how this world platform has been uniquely tailored to satisfy the particular wants and tastes of consumers in China.
It’s necessary 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 actually related to Chinese language clients, 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 staff,” which stays the automaker’s largest full-stack interplay design group exterior of Munich.
The “Visible Cone”
One of many standout design rules 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 in order that they naturally fall throughout the driver’s central field of regard. People usually have about 120 levels of peripheral imaginative and prescient, Xu defined, “however the actually crucial data—the knowledge drivers rely upon most—is concentrated inside a a lot smaller 30-degree visible cone straight forward. We designed the cockpit with this in thoughts, making a refined however efficient technique to information a driver’s eyes naturally towards the street.”
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 usually want extra immersive leisure options and simpler entry to infotainment features throughout day by day commutes—typically at decrease speeds on account of city congestion.
To accommodate this, BMW’s China staff built-in common native streaming companies corresponding to iQiyi straight into the infotainment platform. Because of this, Chinese language drivers and passengers can now get pleasure from a cinema-like viewing expertise from the central infotainment display, particularly helpful throughout prolonged intervals of stop-and-go or stationary site visitors frequent 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 follow 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 commonly the case elsewhere—we selected to supply better performance when site visitors slows down or stops utterly. It is a direct response to how driving actually occurs in China’s cities.”
Moreover, BMW’s Skylab staff paid explicit consideration to culturally-specific experiences. One function that resonated deeply with native media through 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 positive 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. 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 basic 3 and 9 o’clock positions. The positioning of haptic buttons and surfaces ensures easy operation whereas maintaining the palms on the steering wheel, a transparent ergonomic enchancment meant to boost the general person 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 forestall crucial 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 knowledge 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 function initiatives data straight onto specialised nano-coated glass, attaining crystal-clear decision. BMW additionally addressed a standard challenge—visibility by way of 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 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’ll be taught extra concerning the iDrive X’s distinctive Chinese language-market variations on the upcoming Shanghai Auto Present this April, so keep tuned!
