BMW replaces physical buttons with digital interfaces in new iX3 SUV

BMW is accelerating the removal of analog controls in its new generation of iX3 electric SUVs, opting instead for digital interfaces and voice commands. The manufacturer has eliminated physical selectors for functions such as air conditioning, migrating these operations to a large 17.9-inch central touchscreen and an AI-driven voice assistant.

Vikram Pawah, BMW executive in Australia, stated that the strategy targets drivers under 45 who are accustomed to digital and verbal interactions. The company aims to provide agile multitasking capabilities through improved voice recognition to minimize driver distraction. This move follows the precedent set by the original iDrive system in 2001, which initially faced criticism before becoming an industry standard.

This digital-first approach contrasts with competitors like Volkswagen, Hyundai, and Mercedes-Benz, some of which have reintroduced physical buttons for essential functions following user feedback regarding ergonomics and safety. Additionally, regulatory shifts are emerging, such as in China, where new standards may require primary driving functions—including headlights, turn signals, and gear selectors—to remain as physical controls outside of multimedia screens.