BMW Says Drivers Under 45 Don’t Need Physical Buttons

A heated battle is unfolding over the future of automotive interiors. BMW, going against its competitors, is betting on touchscreen controls and voice commands, while other automakers prefer to return to tried-and-true buttons and knobs.

The new BMW iX3 is a prime example of this approach. The crossover has done away entirely with physical climate controls in favor of a touchscreen and voice assistant. The iX3’s cabin has become a “clean” digital space where everything is controlled by voice and touch.

Vikram Pawah, CEO of BMW Group Australia, explains that the company is targeting younger customers who value fast, multitasking solutions.

“A car is part of society, and we see voice control becoming increasingly popular, especially among this audience,” he says.

However, BMW has already faced criticism for radical changes to its interiors. One only has to remember the wave of negative reactions when the iDrive system was introduced in 2001, but the company is not afraid of new challenges. According to representatives of the Bavarian brand, the new iX3 voice assistant has significantly improved command recognition.

Meanwhile, other automakers have realized that touchscreen controls can cause stress and frustration among customers. Hyundai brought back physical controls after complaints from users, Mercedes also acknowledged its mistake in doing away with physical buttons in the cabin, while Volkswagen has added physical switches to its new electric models.

Interestingly, even Chinese regulators have recognized the dead end of a complete shift to touchscreen controls. Starting next year, more than a dozen functions in China, including turn signals, headlights, windshield wipers, hazard lights, and transmission controls, will have to be accessible through fixed physical controls.