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Roundtable events are a good way for higher-ups in any organization to let slip morsels of information that got overlooked for the press release. Particularly when the roundtable involves someone like Frank Weber, CTO and member of the board of management of BMW. Today we share insights from the BMW veteran about the newest iDrive software, iDrive X.

No Larger Screens – BMW “Links You to the Journey”

“When we observed our rivals expanding their display sizes, we questioned whether that was the direction we wanted to take,” Weber reflects when discussing the central screen. He asserts that the brand aimed to avoid going “even larger…a big TV screen takes your focus away from the road. We experimented with what they termed hyper screens and similar concepts, and yes, they were substantial,” he remarks, subtly criticizing the oversized screens featured in numerous Mercedes models today.”

BMW links you to the steering wheel, which in turn connects to the vehicle, and the vehicle engages with the road. This is exactly the kind of experience you anticipate from a BMW. We completely concur.

Weber expressed significant concerns regarding the increasing screen sizes in the industry. He stated, “Simply enlarging screens is not the solution.” According to him, larger screens pose greater challenges in terms of safe usability for drivers, particularly when it comes to touch accessibility. He advocates for maintaining a singular, central display positioned nearer to the steering wheel, which he believes provides “optimal touch conditions.”

Larger Screens, Greater Usage

Of course, BMW’s screen size may be staying small compared to the competition, but it’s still growing to 17.9 inches. And there’s a lot of additional hardware to power when you consider the 3D head-up display and panoramic display. How does that compare to the current setups when it comes to power consumption? “We are looking for every watt-hour that we can preserve,” Weber starts. “Unfortunately, it is the system setup.” According to Weber, there’s an entire department tasked with managing energy efficiency. Weber says that, compared to today’s 12.0-inch display and curved display, the new setup consumes around 10 percent more energy.

Countering Apple CarPlay with Enhanced Firepower

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In a rather provocative statement, Mr. Weber expresses his openness to opposing Android Auto and Apple CarPlay. He views these platforms as merely a “temporary fix” and argues that BMW should focus on developing a more “cohesive system.” According to him, the BMW interface is far more advanced and versatile than a system limited to just CarPlay. Nevertheless, he acknowledges that iDrive X supports both Android Auto and Apple CarPlay.

Actions often carry more weight than mere words, and despite any usability concerns you may have, iDrive X is set to deliver some significant advancements. During the presentation, a video call was conducted directly through the screen, and it seems this feature will be available in production vehicles, not just as a demo. This gives it an edge over CarPlay. Weber humorously remarked, “This is our year, 2025… I’m finished with visions and concepts. What you’ve seen is legitimate, so yes, you will be able to [make video calls].”

iDrive X Across Various Models: From the X1 to the 7 Series

As we've mentioned on several occasions across various platforms, iDrive X is set to be integrated into every new BMW model in the future. However, the interface may vary slightly based on the specific vehicle you are driving. According to Weber, while talking about the display, “When you opt for an X2, the screen is somewhat smaller compared to that of the next segment.” Thus, you can anticipate that iDrive X will have a familiar appearance, yet it won't be exactly the same for every model you encounter.

Evaluating iDrive X

“I can tell you we probably have 3,000 people in the process,” Weber says when a question of testing regiments comes up. Three core regions – China, Europe, and US – require individual testing, utilizing ‘usability labs’ that essentially place customers in front of the technology. Notably and specifically, not BMW employees. “What you do is you invite them for eight hours, every single person for eight hours, and then you go with them, step by step through all the things,” he says. BMW then observes “where misunderstandings occur,” in order to streamline the system.

Weber states that the entire process spanned approximately three years, starting from the initial concept to the present day. He notes that there are significant variations in user interactions with the technology across different regions, but ultimately, a “global agreement” emerges—a solution that accommodates everyone, even if it may not be perfectly tailored to a specific area. “We have just completed the final round, and we’re looking at production by the end of the year,” he concludes.

Unified Design for Electric and Gas Vehicle Range

BMW is recognized for its adaptable architecture that streamlines manufacturing processes. The distinction between internal combustion engines and electric vehicles is less pronounced for them compared to many other car manufacturers. However, looking ahead, Frank Weber states, “we can only have one design.” He emphasizes, “A BMW is a BMW… there’s no separation between an ICE vehicle and a battery electric vehicle.” He describes the Neue Klasse as a significant advancement, adding, “This major leap will be applied universally.” Therefore, anticipate the Neue Klasse design to gradually appear in their models throughout the 2030s.

Weber believes that many brands have erred by deliberately placing electric vehicles (EVs) as superior to their internal combustion engine (ICE) models. This is an interesting perspective that hasn't been widely discussed before and could warrant its own article. “You choose the powertrain, and we’ll create the best car tailored to that,” Weber explains. “This approach isn’t succeeding for other brands because…what message are you conveying? That battery electric vehicles are more advanced than your traditional vehicles?”

He goes on to say, “While I don’t have the final figures for 2024 yet, you can safely assume that BMW has outperformed both Mercedes and Audi in battery electric vehicle sales combined. Isn’t it ironic that the company that promotes ‘equal treatment for all’ has managed to sell more than the other two put together?”

For what it’s worth, he was right. It’s an excellent point. He drives it home by essentially saying people decide to buy a BMW because it’s a BMW. Not specifically because it’s an electric vehicle or gas-powered vehicle.

The E65: A Present That Continues to Delight

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There are plenty of reasons to dislike the E65 7 Series (produced from 2001 until 2008), but we didn’t expect to hear Frank Weber talk about it in 2025 at CES. “We had to refine our processes,” he starts, when asked about the ‘complete reinvention’ of the Neue Klasse cars and streamlining systems to be user-friendly. “The reason for this is our traumatic experiences with the E65 25 years ago. It was so bad to launch that vehicle that we had to rethink all of our process.” Over the last two decades, BMW has given more thought than its competitors to how the mechanical components and software components work together – and it’s all because of the E65. That’s what Frank says, anyway.

Weber's Concluding "Subjective" Reflections on iDrive X

Everyone wants to know what the boss is really thinking about the cool new rig, right? The roundtable concluded by asking Weber his driving impressions on iDrive X. “I am completely biased,” he starts. “It was completely obvious how you interact with the vehicle and what it is doing for us. You will see that from the moment we give you a car, it will be very easy to operate this thing.” The highest praise, according to Frank, “anybody who is a UI designer” can ever receive. We look forward to the challenge.