BMW Says Young Buyers Are to Blame for Loss of Buttons in New Cars
BMW's new iX3 replaces nearly all physical buttons with a central touchscreen; an executive says younger buyers are driving the shift.
In an interview with CarExpert, Vikram Pawah, CEO of BMW Group Australia, said younger customers prefer the newer controls and are less patient with technology. “They want things done quickly, and they're multitasking,” Pawah said. “And we have to keep that in mind. That's how customers are evolving. They are multitasking.”
Tesla has always forced functions onto its center screen, and newer players such as Rivian do the same. In recent years, established brands like Mazda and Mercedes-Benz have also moved more and more functions to touchscreens.
The iX3 also includes a new safety feature: a side-radar that detects if a cyclist or vehicle is approaching and delays the release of the electronic door lock until the danger passes.