BMW, MINI and Rolls-Royce Brands

In dialog with Stephan Durach

Senior Vice President Development Infotainment and Digital Products for the BMW, MINI and Rolls-Royce Brands

High tech meets highly intuitive operation: with the new BMW Panoramic iDrive, BMW is revolutionising vehicle operation. With the integration of new technologies, Stephan Durach and his team have set the benchmark for driver orientation and created a brand-specific user experience. The software underpinning BMW Panoramic iDrive is the new BMW Operating System X, which provides the intelligence behind the new display and control / operation system. The overall concept opens the door to intuitive operation, emotive driving experiences and extensive personalisation, while showcasing the potential of software-defined vehicles (SDV).

Mr. Durach, how do you see the evolution of driver-vehicle interaction?
User interfaces (UI) in the automotive sector have changed significantly over recent decades. Where mechanical switches used to dominate, today we can seamlessly integrate intelligent and multimodal systems. Digitalisation turns the vehicle into a smart companion that proactively helps the driver. Elements such as touchscreen interaction, voice control and haptic feedback enhance intuitive operation and reduce cognitive load. This transformation has caused us to rethink ergonomics and ease of use, with the focus very much on the driver. The dynamic interplay between technology and the driver underpins the latest vehicle concepts and new technologies.

What role does intuitive operation play in vehicle safety?
Intuitive operation is crucial for road safety. A vehicle that displays only necessary information to the driver, and does so in a clear, understandable way, reduces distractions. This is especially important with complex driver assistance systems. The use of head-up displays that project data into the driver’s line of sight and personalised user interfaces that adapt to individual preferences strike a fine balance of innovation and safety. These systems are designed to help the driver without overwhelming them. This means that functionality and ergonomics must be given equal value in system development.

How does modern technology influence driver-vehicle interaction?
Modern technologies are revolutionising the interaction between the driver and their vehicle. Advancements in artificial intelligence have enabled context-aware systems that work similarly to natural conversations. The driver speaks naturally or asks questions, and the AI-supported system responds, provides suitable recommendations for the situation at hand and recognises routines. This makes complex vehicle functions easier to use and more efficient.

Technologies such as augmented reality can be used to display navigation instructions and warnings directly in the driver’s field of vision. In this way, the vehicle takes on the role of an intelligent co-driver that contributes proactively and assists the driver without distracting them. This symbiosis of technology and human-led operation lays the foundations on which the future of mobility will be built.

Digitalisation turns the vehicle into a smart companion that proactively helps the driver.

What makes the user interface in a vehicle so special?
I see the user interface as a dynamic product that is constantly evolving. Unlike traditional, static products that are built as part of the vehicle then left unaltered, software-defined vehicles allow us to constantly integrate new features and optimisations through over-the-air updates (OTA).

Since 2018, these updates have been central to delivering on our promise that digital functions in our vehicles will keep pace with the latest developments. This is particularly pertinent for the Neue Klasse models and BMW Panoramic iDrive, which serves as the main user interface for the Neue Klasse. These updates allow vehicles to adapt in real time to changing customer needs, ensuring they are always equipped with the latest features. This dynamic process enriches the driving and mobility experience, with the car doubling up as an intelligent learning system to enhance long-term usability and improve safety. Our approach reflects a commitment to providing innovative solutions which place our drivers front and centre. This is an essential ingredient for modern, software-defined vehicles.

BMW has announced the launch of its first Neue Klasse model for later this year. What innovations can BMW customers expect as far as the control / operation concept is concerned?
The BMW Neue Klasse will set standards in human-vehicle interaction with an innovative display and control / operation concept. The user interface presents all vehicle functions in a clearly structured layout. High-resolution displays and a logical menu structure enable the driver to absorb information quickly. A standout feature of the Neue Klasse is the new BMW Panoramic Vision, which projects content across the entire width of the windscreen and, in so doing, blends functionality neatly with aesthetic appeal. The new BMW Operating System X is an intelligent software platform that unlocks extensive scope for personalisation and elevates digital functionality.

How does the new UI concept improve the in-car user experience?
BMW’s new operating concept, BMW Panoramic iDrive, revolutionises the user experience in the Neue Klasse by enabling seamless interaction between the driver and vehicle. The arrangement of controls and the use of haptic feedback on the steering wheel create a compelling user experience on both a visual and tactile level. Drivers can respond faster and focus on the situation at hand, i.e. the car is more user friendly and distractions are minimised. When the driving situation allows, the car can transform into an experience space by integrating itself into its user’s digital ecosystem. New infotainment functionality such as movies, games and conference call capability will be offered alongside existing content.

It is all part of our modern take on the underlying value that has powered BMW to sustained success over the past 109 years and continues to delight our customers to this day: Sheer Driving Pleasure.

How does customer feedback influence the development of display and control / operation concepts at the BMW Group?
Customer feedback plays a crucial role in the ongoing optimisation of our concepts. We use analyses and feedback from the various markets to identify potential and develop new features. This iterative process ensures the user interface remains at the cutting edge technically and meets our users’ needs.

In addition, observing strict data protection regulations is always a top priority for BMW. We conduct regular tests and usability studies to ensure the interface remains intuitive and adapts to varying usage scenarios. This leads to constant dialogue between users and developers which, in turn, increases innovation and customer satisfaction. The feedback we collect is then fed back into the vehicles in the form of over-the-air updates so that all customers benefit from improvements and new features. This seamless transfer of user experiences into vehicle software allows our products to be continuously adapted so they deliver on what customers want and need. The result: the user experience is the best it can be.

What challenges do you see when it comes to integrating digital features into the Neue Klasse?
Integrating digital features is all about balancing technical innovation with ease of use. One of the biggest challenges is presenting information so the user can absorb it intuitively without being overwhelmed. We aim to strike the right balance between minimalist presentation and maximised functionality.

Safety must also be taken into account – for instance, minimising distractions and keeping the driver supplied with the information they need. Hitting this sweet spot of technological innovation and a user-friendly interface is one of the tasks we have delivered on with the Neue Klasse: our approach here remains »hands on the wheel, eyes on the road«.

How will BMW ensure that the user experience stays in line with what the market requires going forward?
The BMW Group takes an agile approach to the development of software-driven systems. Our global R&D network helps us identify and analyse trends at an early stage. We team up with leading technology partners to integrate new technologies offering customers value in short development cycles. Regular usability tests and customer feedback during the development process ensure our concepts always meet the highest standards when it comes to ease of use and safety.

This proactive process of innovation offers a recipe for long-term success and has established the BMW Group as a leader in digital vehicle concepts. It is all part of our modern take on the underlying value that has powered BMW to sustained success over the past 109 years and continues to delight our customers to this day: Sheer Driving Pleasure.

Dr. Wolfgang Eckelt, High Performance | Top Company Guide