Automotive
BMW executive attributes shift to touchscreens to younger buyers
BMW Group Australia CEO Vikram Pawah cited demand from drivers under 45 for screen-based and voice controls over physical switches.
The short version
- BMW Group Australia CEO Vikram Pawah stated that buyers under 45 prefer touchscreens and voice commands over physical buttons.
- The automotive brand is reducing physical switchgear in favor of digital interfaces, as showcased in its upcoming Neue Klasse platform and models like the iX3.
- Whether automotive consumers overall will embrace screen-only interfaces remains an open question as brands increasingly migrate climate and vehicle controls into digital displays.
Key facts
- Vikram Pawah, CEO of BMW Group Australia, told CarExpert that drivers aged 45 and younger are driving the demand for touch screens and voice controls in vehicles.[Car and Driver]
- BMW's Neue Klasse platform and vehicles like the BMW iX3 feature minimal physical buttons, relocating functions like climate controls to the center touchscreen.[Car and Driver]
- Pawah cited younger consumers' preference for fast-paced multitasking technology as the key reason for the design change.[Car and Driver]
What remains uncertain
- It is unclear whether BMW's customer base as a whole supports the reduction of physical controls or if driver safety concerns regarding touchscreen multitasking will influence future interior design decisions.[Car and Driver]