While brands like Audi, Mercedes and even VW are contemplating to reintroduce phyiscal buttons and knobs, BMW is betting big on touchscreen and voice-controlled interiors, and the reason is surprisingly straightforward: the company believes younger buyers are increasingly comfortable interacting with technology this way.
BMW Group Australia CEO Vikram Pawah explained that cars do not exist in isolation from broader changes in society. As people become more accustomed to smartphones, touchscreens and voice assistants, BMW believes vehicle interiors need to evolve alongside them.
That philosophy is already visible in BMW’s latest-generation models. The new Neue Klasse-based iX3, for example, has eliminated conventional climate controls, leaving most functions to the central touchscreen or voice commands. Physical switchgear has been reduced to a small cluster on the centre console.
It’s a bold direction, although not one that every enthusiast will appreciate. Traditional buttons and rotary controls offer something a touchscreen cannot: physical feedback. You can find them without taking your eyes off the road, and repeated use quickly becomes second nature.
For now, BMW appears firmly committed to the screen-heavy approach. And judging by the Neue Klasse cars, there is little chance of the buttons making a widespread comeback anytime soon.
Source: Car Expert
I have just bought my first BMW. 2022 San Remo M440i G22 with Cognac Sports seats. I opted for the old style dash. I prefer real buttons and I think it looks much better. I am 38. If BMW say they are aiming it at young people…..then do that with the affordable models such as the 1 series. Also….young people don’t know what they are missing as they have probably grown up with screens in cars. They don’t know what quality is. Rant over. 😅 love my car but it may be the last if BMW keep up with the touch screens. Any excuse to cost cut. 👍
Same I’m a 28 year old who got a 2022 G26 for the same reason. I want buttons and dials. Not touch everything. What a weird and sad move. Most of my friends also want nice buttons and dials, even if they like screens.
Im sorry, but younger buyers cant afford no knobs.
Thr more tech they put into anything. The more expensive it gets…
You clearly dont know your audience