interview: BMW debuts personalized 'panoramic' driver experience at CES 2025

CES 2025 showcase of BMW panoramic idrive

Debuting at CES 2025 in Las Vegas, the BMW Panoramic iDrive is said to be the visionary driving and user experience of the near future. Panoramic iDrive redefines how drivers experience technology on the road. At its core is BMW Panoramic Vision, a full-width windshield display that merges critical information into the driver’s natural line of sight, delivering a seamless, user-focused interface that blurs the line between physical control and digital intelligence. Its unveiling reveals the brand’s next innovation of the highly anticipated Neue Klasse, although also debuting across all new BMW models by the end of 2025.

In an interview at CES 2025, Adrian van Hooydonk, Head of BMW Group Design, describes the evolution of the BMW Panoramic iDrive to designboom: ‘This is the actual production user interface, design, and layout for the Neue Klasse. I believe it is a very big change. It not only cleans up the interior but also is still very driver focused.’

BMW debuts the Panoramic iDrive at CES 2025

all images courtesy of BMW

evolution of BMW’s driver experience

At the heart of the BMW Panoramic iDrive is the BMW Operating System X, a dynamic software platform that combines powerful personalization with unparalleled functionality. As the intelligence hub, it transforms static controls into an adaptive ecosystem responsive to user behavior. Its modern, clean design acts as a scalable canvas that evolves with continuous updates, reflecting both the aesthetic and technological DNA of WBM’s future vision.

Stephan Durach, Senior Vice President UI/UX and Connected Company Development, emphasizes this dual nature to designboom: ‘It is an evolution and revolution at the same time. The system is all new, but it is very familiar as the way to answer the phone, for example, works as before. We looked at our user database to be very sensible on how to get rid of redundancies, clean up the user interface, and develop a better system than ever before.’

the new system reimagines the brand’s mantra of ‘hands on the wheel, eyes on the road’

pillar-to-pillar digital driver display

BMW Panoramic iDrive integrates four design innovations: Panoramic Vision, a 3D Head-Up Display, a central display, and a multifunction steering wheel. Panoramic Vision projects driving essentials from A-pillar to A-pillar, eliminating the need for drivers to look away from the road. Above it, the 3D Head-Up Display adds navigation and autonomous driving information, delivering depth and clarity. Together, these displays set a new standard for intuitive interaction.

drivers can configure Panoramic Vision layouts, set interface themes, and sync ambient lighting to reflect their mood

The central display, enhanced with matrix backlighting and QuickSelect for intuitive navigation, anchors physical interaction with the system. Positioned within easy reach, it allows content to flow effortlessly into Panoramic Vision via a swipe, enabling continuous visual engagement. Meanwhile, BMW’s shy-tech multifunction steering wheel hides its controls until needed, illuminating buttons and providing haptic feedback only when relevant. This tactile, eyes-free experience transforms steering into an intelligent command center.

‘We have been working with shy-tech for a while, but in Panoramic iDrive, we have taken it a few steps further. The different, clean materials create a more living than driving environment. on the steering wheel shows how the technology can present itself to the user when needed, rather than be in their face,’ mentions Adrian.

its design includes the Panoramic Vision, 3D Head-Up Display, central display, and a multifunction steering wheel

Reimagining the brand’s mantra of ‘hands on the wheel, eyes on the road’, the BMW Panoramic iDrive seamlessly blends analogue and digital control further than the shy-tech on the steering wheel. Haptic switches handle essential functions like turn signals and wipers, while touch and voice commands manage more advanced features. The result works in perfect harmony, embodying ergonomic elegance and technological precision.

Fueled by data from over 22 million connected vehicles, Operating System X evolves continuously. Every update is informed by real-world insights, enhancing responsiveness, functionality, and customization. This data-driven approach ensures that each refinement reflects user needs while pushing the boundaries of what’s possible in automotive design.

‘We have a pretty good database of how our customers are behaving in BMW cars. This means we can actually look ahead to understand how changes will impact how they use them, for better or worse. We were able to test how innovations in the Panoramic iDrive will improve their experience, and we will continue to look at data to continue its improvement over time,’ explains Stephan.

the BMW Intelligent Personal Assistant understands complex commands and predicts user preferences

Voice interaction reaches new heights with the BMW Intelligent Personal Assistant, powered by advanced Large Language Models. By understanding complex commands and predicting user preferences, it anticipates actions like recommending Sport Mode on winding roads or selecting rarely used driver-assist tools. This proactive intelligence represents a fundamental shift in how drivers interact with their cars.

the widgets and content can flow from the central display into the Panoramic Vision via a swipe

BMW’s holistic approach to design connects technology, aesthetics, and personalization into an immersive experience. The adaptive user interface harmonizes light, sound, and touch for a multi-sensory environment. Drivers can configure Panoramic Vision layouts, set interface themes, and sync ambient lighting to reflect their mood. When a call arrives, a subtle green glow highlights a steering wheel button, while a graphic appears in Panoramic Vision, letting the driver accept or decline with effortless control. Every moment is crafted for beauty, clarity, and instinctive engagement.

‘More than ever before, our customers can personalize the system. They can customize the layout of what they see on the central screen and Panoramic Vision,’ adds Adrian.

the 3D Head-Up Display adds navigation and autonomous driving information so the driver can focus on the road

The BMW Panoramic iDrive, debuted at CES 2025, signals the future of user experience. By seamlessly merging technology and design with human intuition, BMW sets a new standard for creativity, innovation, and intelligent luxury. It delivers a forward-thinking, personalized platform that drivers can enjoy as the Neue Klasse becomes reality at the end of 2025.

the BMW Panoramic iDrive system shows the visionary near future for driver experience

project info:

brand: BMW

system: Panoramic iDrive

debut: CES 2025