Earlier this 12 months, at CES 2025 in Las Vegas, BMW unveiled its most superior infotainment system up to now: the iDrive X. Now, at BMW Tech Days held lately on the BMW R&D Middle 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 shoppers in China.
It’s essential 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 vital time adapting and tailoring the platform. BMW refers internally to this extremely specialised design and growth unit because the “Skylab staff,” which stays the automaker’s largest full-stack interplay design group outdoors 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 method as fastidiously positioning the cockpit’s shows and controls so that they naturally fall throughout the driver’s central visual field. People sometimes have about 120 levels of peripheral imaginative and prescient, Xu defined, “however the actually important data—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 Clients
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 features throughout day by day commutes—typically at decrease speeds because of city congestion.
To accommodate this, BMW’s China staff built-in widespread native streaming providers reminiscent of iQiyi instantly into the infotainment platform. In consequence, Chinese language drivers and passengers can now get pleasure from a cinema-like viewing expertise from the central infotainment display screen, particularly helpful throughout prolonged intervals of stop-and-go or stationary site visitors frequent in China’s city environments.
The truth is, BMW took an unconventional however considerate method 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 commonly the case elsewhere—we selected to supply higher 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 method 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 screen. 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. In contrast to standard 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 preserving the palms on the steering wheel, a transparent ergonomic enchancment meant to reinforce the general person expertise.
Moreover, the central infotainment display screen has been fastidiously repositioned, tilted exactly 17.5 levels towards the motive force. BMW made this adjustment after learning driver habits extensively, aiming to forestall important data from being blocked by the steering wheel or driver’s arm. “We’ve angled the display screen particularly to take care of clear visibility,” BMW defined, “guaranteeing essential controls and knowledge all the time stay in direct sight.”
The Panoramic Show with HUD
Maybe probably the most visually spectacular facet of the iDrive X is the expansive Panoramic show. Spanning from A-pillar to A-pillar, this cutting-edge function tasks data instantly onto specialised nano-coated glass, attaining crystal-clear decision. BMW additionally addressed a typical problem—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 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 are going to study extra concerning the iDrive X’s distinctive Chinese language-market variations on the upcoming Shanghai Auto Present this April, so keep tuned!
