Earlier this 12 months, at CES 2025 in Las Vegas, BMW unveiled its most superior infotainment system so far: 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 display precisely how this world platform has been uniquely tailored to fulfill the precise 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 crew,” 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 rigorously positioning the cockpit’s shows and controls so that they naturally fall throughout the driver’s central visual view. People sometimes have about 120 levels of peripheral imaginative and prescient, Xu defined, “however the actually vital data—the data drivers rely upon most—is concentrated inside a a lot smaller 30-degree visible cone immediately forward. We designed the cockpit with this in thoughts, making a delicate however efficient approach 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 immediately 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 capabilities throughout day by day commutes—usually at decrease speeds attributable to city congestion.
To accommodate this, BMW’s China crew built-in widespread native streaming providers corresponding to iQiyi immediately 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 widespread 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 trade observe of limiting 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 offer larger performance when visitors slows down or stops fully. It is 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 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 usually 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. 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 protecting the arms on the steering wheel, a transparent ergonomic enchancment meant to boost the general person 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 stop 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 knowledge at all times stay in direct sight.”
The Panoramic Show with HUD
Maybe essentially the most visually spectacular facet of the iDrive X is the expansive Panoramic show. Spanning from A-pillar to A-pillar, this cutting-edge characteristic initiatives data immediately onto specialised nano-coated glass, reaching crystal-clear decision. BMW additionally addressed a standard concern—visibility via 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 diversifications 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 are going to be taught extra concerning the iDrive X’s distinctive Chinese language-market diversifications on the upcoming Shanghai Auto Present this April, so keep tuned!
