BMW will introduce the tenth-generation iDrive, often known as iDrive X, on the Neue Klasse platform later this yr. The iX3 SUV would be the first car to get the upgraded system, however ultimately all the firm’s fashions, together with its inner combustion engine autos, will shift to iDrive X.
The latter marks a pivotal second in BMW’s digitization technique, which has up to now lagged behind that of upstarts like Tesla, Rivian, NIO, and Xiaomi. Being a hardware-focused firm, the Bavarian automaker was slightly late to acknowledge the significance of software-defined autos, a reality mirrored in its tenth-place rating within the Wards Intelligence 2023 SDV Research (Tesla, Rivian, NIO, and Lucid led the checklist).
Nonetheless, most startups face analysis and improvement (R&D) constraints, so BMW has time to catch up. Moreover, as we noticed with Tesla, an overemphasis on software program might additionally result in neglect in high quality and reliability. In any case, the EV producer acquired a below-average score in J.D. Energy’s 2025 Car Dependability Research (VDS) and ranked third-last in its 2024 Preliminary High quality Research (IQS).
What iDrive X Means for BMW
Nevertheless, provided that SDVs in the end signify a $650 billion worth alternative, and with 90 % of future automotive options anticipated to be differentiated through software program, it’s important for BMW to get the brand new iDrive proper. And for what it’s price, the early demonstrations do look promising.
Certainly, with its superior shows, Amazon-powered AI assistant, and improved interface, iDrive X offers a extra intuitive and customized expertise than iDrive 9. The system’s spotlight is the pillar-to-pillar Panoramic Imaginative and prescient, which integrates seamlessly with the 3D head-up show (HUD), revamped heart console, and multi-function steering wheel. Moreover, the Android-based software program could have extra apps than its predecessor (e.g., Zoom), together with continued help for Apple CarPlay and Android Auto.
Notably, the Chinese language iDrive X will differ from these in Western markets. It is because China is one main automotive market the place software program is valued extra extremely than {hardware}, with practically 60 % of shoppers prepared to shift manufacturers for higher connectivity options. Subsequently, automakers there want to supply higher digital companies and apps, particularly for leisure.
Going Past CarPlay and Android Auto?
With iDrive X, BMW additionally hopes to ultimately cut back its reliance on CarPlay/Android Auto, aiming to achieve better management over the dashboard and the related business alternatives. Do not forget that the Munich-based automaker was at all times hesitant to undertake CarPlay/Android Auto, because it needed to construct its personal automotive-tech ecosystem.
Nevertheless, virtually 80 % of automotive patrons won’t take into account manufacturers with out CarPlay, whereas nearly all of BMW’s rivals, together with Mercedes-Benz and Audi, provide Android Auto. Therefore, BMW hasn’t accomplished what Common Motors did — which was to get rid of the 2 apps altogether. As an alternative, it has constructed a extra holistic platform that features CarPlay/Android with out being solely depending on them.
In the end, no carmaker can construct its infotainment system solely by itself, so BMW will at all times have to have a harmonious relationship with tech giants like Google, Amazon or Apple. The specter of getting cannibalized by them could be very a lot actual, contemplating the monopolistic tendencies of Silicon Valley. However that’s a danger BMW and different OEMs should take as a way to preserve their clients joyful.
In fact, in a really perfect world, BMW wish to match Tesla and Rivian. Like GM, in addition they exclude CarPlay/Android Auto, but the 2 startups haven’t confronted the identical backlash as their clients are content material with the native infotainment programs. Nevertheless, to attain that, the Munich-based carmaker might want to additional advance its SDV capabilities, even past iDrive X and the Neue Klasse platform.
