I’ve tried BMW’s latest iDrive system – and its Amazon Alexa Plus voice assistant is a game-changer
BMW's UX boss takes us on a deep dive tour of iDrive with Amazon Alexa Plus.
(Image credit: BMW)
BMW’s newest iDrive system was met with a touch of skepticism when it was first unveiled at CES last year - and I’ll count myself as one of those that had some concerns.
For a start, the system does away with the German marque’s famous physical rotary dial, which was one of the most intuitive and simplest ways to interact with a vehicle when driving.
(Image credit: BMW)
These widgets are fully customizable and are joined by a new multifunction steering wheel that is peppered with haptic touch buttons.
"This is by far the most advanced infotainment system we have ever built," explains Stephan Durach, senior vice president of UI/UX development at BMW Group as he gives me a guided tour of the new technology in the parking lot of the Las Vegas Convention Center.
"After using the technology, not a single person has requested that we return to the physical dial. This will only be helped by the fact we now have Amazon Alexa Plus embedded into iDrive," he explains.
This is BMW’s breaking news, and the reason it attended CES 2026 this year, as it becomes the first automotive brand to integrate Amazon’s supercharged voice assistant into a vehicle.
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Smooth talker
(Image credit: BMW)
BMW wanted to build on its existing voice assistant, which has been a little hit-and-miss in previous tests, with something that is far more capable – enter stage right Amazon Alexa Plus.
It's all very simple and intuitive. Later this year, uttering “hey BMW” when inside the upcoming iX3 (in Germany and the US at first) will wake up a familiar Alexa voice, which is then able to understand natural, chatty conversation and assist with any requests.
It no longer requires multiple wake-up phrases and instead carries on listening to the driver or passengers can ask follow-up questions.
During the demo, it was able to check if a nearby ski resort was open, determine if there was snow on the peaks and whether equipment rental was available.
Similarly, Alexa Plus could recommend good restaurants on the way and even locate somewhere to pick up some sunscreen.
