Quote:
Originally Posted by Ibiza
Stephan Durach, BMW Senior Vice President of Connected Company Development and Digital Experiences, explained this to the media at CES that BMW prefers to release the next-generation software in smaller vehicles rather than more expensive models. Why future G60 gets iDrive 8.5. 
https://carbuzz.com/news/the-next-bm...n-the-5-series |
That response from Stephan makes BMW look even worse…
They have so little confidence in their ability to deliver technological features that they are debuting technology on lower priced vehicles to make them guinea pigs? They didn’t pay enough for stability or quality to they can be beat up on…
They need to stop what they are doing and seriously figure out how to build a “platform” that they can deploy across their lineup and support for a number of years. That way they can focus on delivering value for those vehicles over time with stuff like Remote Software Updates and new features to compete with Tesla and the like in this arena.
People really hoped they’d do that with iDrive 7 since it had RSU support. Then iDrive 8 comes quickly after and “better RSU support” only to be killed off before it makes it to any serious number of cars.
Meanwhile MB is doing a great job making MBUX a platform they can support across their lineup for years.
People don’t want to hop into a BMW and feel like every time they get into it they need to re-learn iDrive. They also don’t want to feel like they need to buy a new car to get low hanging fruit new features while the competition is pushing stuff out regularly. And even more importantly they don’t want to feel like the brand considers them not worthy of a quality product because they purchased a “low end” vehicle.
BMW is looking lost and confused.