BMW will introduce the tenth-generation iDrive, often called iDrive X, on the Neue Klasse platform later this 12 months. The iX3 SUV would be the first automobile to get the upgraded system, however ultimately the entire 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 to this point lagged behind that of upstarts like Tesla, Rivian, NIO, and Xiaomi. Being a hardware-focused firm, the Bavarian automaker was just a little 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 listing).
However, 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 obtained a below-average ranking 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
Nonetheless, provided that SDVs in the end characterize a $650 billion worth alternative, and with 90 p.c of future automotive options anticipated to be differentiated by way of software program, it’s important for BMW to get the brand new iDrive proper. And for what it’s value, the early demonstrations do look promising.
Certainly, with its superior shows, Amazon-powered AI assistant, and improved interface, iDrive X gives a extra intuitive and personalised 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 can have extra apps than its predecessor (e.g., Zoom), together with continued assist 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 almost 60 p.c of consumers keen to shift manufacturers for higher connectivity options. Subsequently, automakers there want to supply higher digital providers 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 realize higher management over the dashboard and the related business alternatives. Keep in mind that the Munich-based automaker was all the time hesitant to undertake CarPlay/Android Auto, because it wished to construct its personal automotive-tech ecosystem.
Nonetheless, virtually 80 p.c of automotive patrons is not going to contemplate manufacturers with out CarPlay, whereas nearly all of BMW’s rivals, together with Mercedes-Benz and Audi, supply Android Auto. Therefore, BMW hasn’t accomplished what Normal Motors did — which was to get rid of the 2 apps altogether. As a substitute, it has constructed a extra holistic platform that features CarPlay/Android with out being solely depending on them.
Finally, no carmaker can construct its infotainment system totally by itself, so BMW will all the time must have a harmonious relationship with tech giants like Google, Amazon or Apple. The specter of getting cannibalized by them may be very a lot actual, contemplating the monopolistic tendencies of Silicon Valley. However that’s a danger BMW and different OEMs should take in an effort to hold their prospects blissful.
In fact, in a perfect world, BMW wish to match Tesla and Rivian. Like GM, additionally they exclude CarPlay/Android Auto, but the 2 startups haven’t confronted the identical backlash as their prospects are content material with the native infotainment techniques. Nonetheless, to realize that, the Munich-based carmaker might want to additional advance its SDV capabilities, even past iDrive X and the Neue Klasse platform.
