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Stop and watch the insanity that is BMW’s latest iDrive video for the BMW iX

CES 2021

As we reported, BMW is showing off its new iDrive system at this week’s virtual CES show. Debuting in the iX electric crossover, the system is the culmination of all of BMW’s tech with a new, always-connected interface.

To help show it off a bit, BMW created a video. While we’re not sure if in the pitch meeting everyone wasn’t high, it’s both a cute and weird way to demo a product. Called “Story of Generations,” a BMW 7 Series and the new BMW iX come to life.

Considering everything going on in the world right now, it’s a fantastic distraction. With the way everyone is talking about the video online, it’s something you’re going to want to see.

The 7 Series BMW was the first BMW to have the user interface system. It hasn’t always been the best or most-reliable setup. One could argue that it even was more marketing than functionality.

Interestingly, the old BMW that comes to life calls the new iDrive system “marketing bullshit” in this video. Yeah, it’s kind of weird.

Give it a watch and let us know what you think about it, and BMW’s new iDrive setup. Also, how do you feel about that grille on the iX? Is it big enough for you?

Written by Chad Kirchner
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