BMW iDrive – From Being the Best to Being Like the Rest

BMW has evolved the iDrive system to align with the wider industry shift towards all-digital, minimalist interior design - however, growing criticism from customers suggests that this automotive digital revolution may not be entirely positive.

Throughout the 2010s and the early 2020s, the BMW iDrive System was considered by many to be the best car infotainment system on the market. By combining a rotary controller, physical buttons and a logically structured interface that was universal throughout the entire BMW range, iDrive was considered the benchmark for over a decade.

However, in recent years BMW has completely changed its direction. Following the roll-out of iDrive 8 and the latest iteration, Panoramic iDrive, the Bavarian brand has shifted towards minimising physical controls and instead using a large touchscreen interface and a more software-driven user-experience. This transition reflects an ever-increasing trend in the automotive industry has been doing, where car manufacturers have heavily adopted minimalist, screen-focused interior designs – something that has been significantly popularised following the meteoric rise of Tesla.

This transition however has split opinion. Some drivers enjoy the modernisation and additional functionality through the touchscreens. Whereas many others argue that moving away from physical controls has compromised how useable car interiors are, as well as whether they are so distracting to the point it’s become dangerous. Building on the opinions of BMW owners and enthusiasts, this article explores whether iDrive’s evolution is progression, or a departure from the qualities that once made it the best in the business.

The Golden Years (iDrive 6-7)

The interior of the 2018 BMW 2 Series Active Tourer, featuring iDrive 6.

If you were to ask any BMW enthusiast what the best version of iDrive was, chances are the answer would be either iDrive 6 or iDrive 7.

iDrive 6 was a balance between analogue and digital design that to this day many BMW owners/enthusiasts regard highly. It was among the last generation of BMWs to feature a traditional analogue instrument cluster, something in which many owners preferred over the all-digital layout we see today. It’s “Live tiles” layout was simple, easy to read at a glance and very responsive. Most importantly though, it wasn’t trying too hard - It just worked, making usability it’s primary directive. While iDrive 6 introduced Apple CarPlay and touchscreen functionality, the primary method of interacting with the system was still through the rotary controller, allowing drivers to navigate the menu’s while driving with minimal distraction.

The 8.8 inch touchscreen display from iDrive 6, with the ‘Live Tiles’ layout on display.

This approach resonated strongly with its users. One BMW owner described the system as “perfectly balanced”, combining modern connectivity and analogue familiarity with intuitive physical controls that could be used without being distracted from the road.

The intuitive rotary controller from iDrive 6.

Building on iDrive 6’s foundations, iDrive 7 would introduce the BMW Live Cockpit, which consisted of a fully digital drivers display and a 10-inch screen in the middle. Despite the radical digitalisation, it retained all of iDrive 6’s core strengths, such as the rotary controller, touchscreen integration and of course physical controls for key functions. However, it also had a more modern interface that was still easy to operate while also introducing new features such as wireless Apple CarPlay/Android Auto and over-the-air (OTA) updates, reflecting BMW’s move towards a more digitally connected driving experience.

iDrive 7, also known as the first iteration of BMW Live Cockpit.

The combination of traditional useability and modern technology was, for most BMW owners, iDrive’s peak. As one enthusiast put it, iDrive 7 was “nearly perfection”, and was a system that was both easy to use and advanced.

iDrive 8 and Beyond

The latest generation interior of the BMW X1, featuring iDrive 8.

The rollout of the 8th generation of iDrive marked a significant change in the approach BMW made to its in-car technology. iDrive 8 would scrap the balance between physical controls and a digital user interface and in its place put in a touchscreen-dominated infotainment system, replacing many of the traditional functions and buttons into the screen. One of the main functions that have moved to the touchscreen is the climate controls, meaning users would now use it to control the temperature, fan speeds, heated seats and many more things.

The transition to the fully digital interface has been something that many traditional BMW users have struggled to accept. There is a continuous criticism among owners about how increasingly difficult and complex the system has become, with one describing it as “sub menus with sub menus, and bloat”, while another argued that the new iDrive had been “designed by someone with zero UX experience”. In comparison to how simple the previous iterations of the system were to use, iDrive 8 has been described by some as a step backwards in useability.

Another view of iDrive 8’s cockpit layout.

The most controversial change in iDrive 8’s user experience however is the removal of physical controls, most notably the rotary controller. Several users made it clear how important it is to have tactile interaction in a driving situation, with one person saying that “going away from the rotary dial is a deal breaker”, while another user stressed their preference for “buttons, knobs, [and] levers” over a touchscreen-oriented interface. Convenience and ease of use is not the only thing that owners are concerned about though, safety is now also a growing worry with owners, as one noted “operating a touch-only system is more dangerous in a moving vehicle”, reflecting a bigger concern that the increase in touchscreen reliance may lead to drivers being more distracted from the road.

iDrive 8’s much more minimalist centre console layout, with the rotary controller now gone.

Some of the criticism goes beyond useability and safety, and more into the build quality and design philosophy of the interior, things that BMW has always been best-in-class for. One response described the latest generation of iDrive feeling more like “a computer monitor being stuck on” the dashboard, while another user suggested that cost-saving is part of the reason for the move away from physical controls, saying that “it’s much cheaper to get rid of buttons”.

Despite all this, not every response was negative. Several users acknowledged that the newest iDrive systems offer many advantages in terms of functionality and modern design. Many users said that the touchscreen interfaces make certain features easier to access, while others said that “touch and voice [controls] become more natural over time”. The change to the new generation system was not seen as a big problem for drivers that rely on phone integration like Apple CarPlay and Android Auto, with one user commenting that they “just use CarPlay” instead of the main iDrive system. More users who have switched to newer BMW’s featuring the new iDrive generation have begun to use smartphone integration a lot more compared to before, as on previous versions of iDrive, it was an optional extra that cost more than £300, whereas these newer iDrive systems have smartphone integration thrown in as standard.

iDrive 8 running full-screen Apple CarPlay.

Conclusion

BMW iDrive was considered by many to be the benchmark for in-car infotainment, with its combination of intuitive physical controls and simple user interface focusing on the driver and useability. Previous systems such as iDrive 6 and 7 showed how modern technology did not have to compromise the driving experience in any way, finding what is now a rare balance between tactile controls and digital innovation.

The rollout of iDrive 8 and beyond indicates the withdrawal from the old philosophy. Whereas the move to touchscreen-only systems demonstrates the wider industry trends and the ever-expanding demand for digital integration, it has also brought a new issue in how useable it is and how much it distracts the driver. The comments made by BMW owners and enthusiasts has shown a divide between those who are fans of the modernisation of iDrive, and those who are biased towards the older iDrive now feeling that the practicality and simplicity of the system is now long gone.

Fundamentally, BMW’s changes to iDrive reflect the big shift in the automotive industry, where technology, design, and more importantly cost saving are now shaping the driving experience. Whether this represents progress or a step away from what made the interiors of BMW’s so well received is open for debate. Nevertheless, it’s clear that BMW have moved away from the many qualities that made iDrive the benchmark in order to keep up with the trends in touchscreen technology in the automotive industry.

Racing Women’s Final - “I was 2 tenths off getting a seat.”

Holly Card recently competed in the Racing Women Global Competition for the chance to win a radical race seat in Åre, Sweden. There she drove Porsches on two separate ice lakes.

Holly Card stood in front of the Porsche she drove In Sweden.

Holly said, “The sort of stuff I've had the opportunity to do is really great. The girls on track FIA each sports competition that I did was amazing and the race equipment as well, just because they were women-focused initiatives, because women are so underrepresented in motor sports generally and in SIM racing in esports.”

Holly Card, practicing her sim racing.

She recounted that

“In the afternoons, she actually got to go on the ice, which was insane, so fun, very scary. Because everything in your body is telling you to break when you're sideways on the ice, but going from maybe three times in a little rental car to driving a Porsche on ice is a completely crazy experience, but she's learned a lot from it.”

In competition for the four race seats, they were given two qualifying laps, and the four fastest went through. The ice was melting really quickly, which meant the track was pure slush after the first run. Holly recounted at one point they took the competitors back and said, “So it's a bit of a health and safety risk, but we need to show you where on the ice this giant hole is so that you don't drive into it… But have fun on your second qualifying run!”

Holly Card driving the Porsche on ice.

She said, “Unfortunately, I was 6th, and only the top 4 went through, but I was two-tenths off 4th place, and two-tenths of a second is just such a minuscule amount of time.”

Even though she didn't get the seat, Holly is looking towards her future. She's still under the racing women umbrella, where she will receive help with a management programme and how to find sponsors, where she goes from here and how to develop herself.

Even though she didn't get the seat, Holly is looking towards her future. She's still under the racing women umbrella, where she will receive help with a management programme and how to find sponsors, where she goes from here and how to develop herself.

Holly expressed that “The aim is to hopefully keep working with them, find some money from some other funds and sponsors and hopefully actually go on the grid and start racing something.”

See the full interview below:

It is reassuring to know that there are programmes out there dedicated to helping women achieve their goals in motorsport, beyond the less accessible F1 academy.

For people who thought there was no chance they could get into motor racing, learning that their hobbies in sim racing could be the key to success (along with persistence and dedication) opens up a whole new hope for the future of women’s racing.

Perhaps those out there might find inspiration in Holly’s story and decide to pursue their own seat.

Long-time Jaguar Land Rover Designer leaves with immediate effect

Jaguar Land Rover (JLR) Chief Creative Officer Gerry McGovern – the man responsible for the controversial rebrand of Jaguar – has been sacked, according to multiple reports. Making this one of the most significant restructures at the British marque in a long time.

Sources say that the decision to fire McGovern was made by new JLR CEO, P.B. Balaji, who before was Chief Financial Officer for JLR parent company Tata Motors, and takes over from Adrian Mardell, who is retiring after three years in the role. According to Autocar India, McGovern was “escorted out of the office” at JLR’s Design Studio in Gaydon, Warwickshire. There have been no comments made by JLR, nor Tata about McGovern’s dismissal as of yet.

P.B. Balaji, CEO of Jaguar Land Rover (Jaguar Media)

McGovern’s time at JLR stretches all the way back to the early 2000s, as he first joined Land Rover as Director of Advanced Design in 2004, and then joined the company’s Executive Committee in 2008. When Jaguar Land Rover merged in 2013, he also joined their Executive Committee too. Eventually in 2021, he became Chief Creative Officer – a role that made him a board member and a main figure in JLR’s ‘Reimagine” transformation strategy, which intended to reposition JLR for the switch to Electric Vehicles (EVs).

The advertising campaign of Jaguar’s rebrand (Jaguar Media)

Some of McGovern’s best work at JLR include the 2008 LRX Concept, which eventually became the Range Rover Evoque, one of the companies best selling cars. He also designed the Range Rover Velar and the latest generation Land Rover Defender.

As well as the not-so-well received Jaguar rebrand, he was also the lead designer of the Jaguar Type 00 Concept, a car that is the face of the Jaguar rebrand and is also facing its own significant backlash thanks to its polarising design and not having any resemblance of Jaguar’s of the past.

The controversial Jaguar Type 00 Concept (Jaguar Media)

Automotive Industry Economics Expert, David Bailey, described the departure of McGovern as “The symbolic end of an era”. Bailey explained that McGovern was not just another executive – but the central creative force behind the modern identity that JLR now has today.

Bailey also said that “the bold experiment in transformation is wobbling under commercial and cultural pressure” – which suggests that McGovern’s exit may indicate doubts inside JLR about the direction of Jaguar’s rebrand as well as the strategy of making fully electric, limited run models to compete with the likes of other high-end brands such as Bentley.

The new Jaguar logo (Jaguar Media)

In short: The departure of Gerry McGovern marks a huge turning point for Jaguar Land Rover - whether his exit signals the end of Jaguar’s bold rebrand – remains to be seen.

Focusing On The Future - A Hatchback Icon Bows Out

Ford has closed the curtain on its Focus, bringing an end to nearly three decades of one of Britain’s most recognisable and beloved cars.

The Focus was first introduced in 1998 as a replacement to the Escort and quickly became a big hit. It was known for its sharp, engaging handling, practicality and its affordable price. For millions of drivers, it became the go-to family hatchback. It went through four generations over its 27-year run, and throughout all those generations it was consistently one of the best-selling cars in Britain.

The Original Mark 1 Focus

Ford’s decision to end the Focus’s production is due to the company’s plans to shake up their European line-up. In the last 5 years, the traditional family hatchback has been losing ground to the very popular Crossover/SUV segment, as well as tightening emission regulations and rising development costs that is forcing all manufacturers to focus on producing more electric cars. Ford are one of those many manufacturers to prioritise EVs and higher-profit models. This trend of cutting legacy models with newer models that make more money has already been seen under Ford, who completely ditched the Fiesta hatchback in favour of focusing on the Puma crossover, which is now seen as the Fiesta’s replacement.

Enthusiasts in particular will feel this loss the most. The high-performance versions of the Focus - the ST and more importantly the RS - helped cement Ford’s reputation for affordable performance, something they have been doing for over 50 years. The Mark 1 Focus RS has already shot up in value in recent years, and with production now ending, it’s very possible that more of the high-performance models will go up in value in due course.

The Three Generations of the Focus RS

For many people, especially in the UK, this news will feel like the end of an era. The Focus wasn’t just a practical, affordable choice; it was a sentimental part in a lot of people’s lives. It served as a first car for countless young drivers, a favourite amongst driving instructors and a reliable family workhorse. One former Mk 1 Focus owner told me that the car was “reliable, fun to drive and surprisingly quick for what it was”. He said the only reason he parted with it was because he wanted something less common. He also said “I remember pulling into a petrol station and seeing three or four other Focuses there. I just don’t like having the same car as everyone else – otherwise I’d have kept it”. This really says a lot about how popular the Focus was, and how it had completely taken over the UK roads.

All Four Generations Of The Focus

Automotive Journalist Andrew Noakes also spoke to CovFeed. He said that while end of the Focus name itself is not very significant – “badges come and go over time”, he noted – its discontinuation is important for what it represents. He explained that the decision reflects a clear shift in priorities for Ford, echoing the company’s decision to axe the Fiesta from its model range in 2023. He added “The motor industry follows its customers and produces what they want - and at the moment that’s SUVs rather than conventional hatchbacks”.

With the Focus now gone, the world loses not just a best-seller, but a familiar companion. It was the car that so many generations grew up with, learned to drive in, or trusted without question. As the automotive industry moves towards an electric future, it’s uncertain whether there will be an EV version of the Focus coming at all. However, if this is the end of the line, the Focus will always be a reminder of how a good a simple, well-engineered hatchback could be – and why so many drivers loved it.