BMW iX3 Neue Klasse: Where Panoramic HUD Meets Functional Innovation

The BMW iX3 is the brand’s first true SDV in the Neue Klass platform. It is also its first vehicle to embody the philosophy of using a smaller and ergonomically friendly in-car displays to reduce distractions. At CES 2023, BMW’s then-CEO, Oliver Zipse declared he is “absolutely convinced” that these big screens will become a thing of the past because they are a source of distraction: “In 10 years, that is gone.” This is the first BMW developed with that philosophy. The Panoramic HUD (P-HUD) is the way BMW achieved that goal without compromising the functionality or user experience.

This article covers the two most interesting features in the Neue Klasse BMW iX3. To read the in-depth insight of the Neue Klasse BMW iX3, take a look at the 635 Automotive UX Evaluation Report on the BMW iX3.

Panoramic HUD

More than just a delight feature, the Panoramic HUD also fulfils its functional purpose well. The display does help in reducing the reliance on the central display for the driver by having the necessary information in the line of sight thus reducing distraction while driving. The display is well integrated and divided into three separate sections. The left section serves as the instrument cluster, while the central section acts as an extension of the central display and the third section is the passenger side part of the P-HUD, although it is more like a passenger-side head-up display with minimal information and does not support games or video playback.

The central and passenger part of the panoramic HUD are configurable via central screen and user can customize their experience by choosing from several widgets from areas such as navigation, media information, performance metrics, and battery information. However, it functions more like a HUD than a proper display, as the Panoramic HUD does not support media playback such as games or video in any section of the P-HUD.

The BMW iX3 also equips a traditional HUD projected onto the windshield which shows navigation and ADAS related information. Combining it with the information provided from the P-HUD, the driver has access to more contextual information presented within the line of sight, with minimal distraction which is a major benefit.

Level 2+ ADAS and Lane Change By Gaze

The BMW iX3 offers hands-free driving when the Motorway assistant (L2+) is active. The vehicle will let the driver know proactively during the first activation after each ignition cycle through the central screen when the required conditions are met for Motorway assistant. The driver can press the confirm button to activate it.  The Motorway assistant works for speed up to of 130km/h.

The iX3 can change lanes to either side automatically when in L2/L2+ ADAS mode either by the driver gazing at the respective side mirror or by turning on the respective indicator. The ADAS system also proactively suggests moving to a quicker lane in the P-HUD and the driver can initiate the procedure by either gazing at the respective side mirror or switching on the respective indicator.

The ADAS system responds to the braking and acceleration input from the driver without disengaging the ADAS system.

Where Wow Factor Meets Functional Value

While delight features often struggle to become mainstream, features such as the Panoramic HUD and L2+ hands-free driving have the potential to achieve wider adoption in the future, although this may take longer to be adopted by other brands especially in the lower segment vehicles. These features not only deliver a strong wow factor but also provide meaningful functional value to the overall driving experience.

That said, the system is not without its shortcomings. Certain optimizations to the BMW iX3’s ADAS system are still required, particularly regarding inconsistencies in the Lane Keep Assist (LKA) and Lane Departure Warning (LDW) systems. Addressing these issues could significantly enhance the overall user experience.

For more in-depth insights into the BMW iX3’s UX and ADAS performance, refer to the 635 Automotive UX Evaluation Report on the BMW iX3.

“BMW’s approach with the iX3 is a step in the right direction, aligning with its vision of moving away from overwhelming screen dependency and bringing the focus back to intuitive driving. A cleaner, more human-centric cockpit improves both usability and safety while still delivering a premium digital experience. It is encouraging to see automakers rethink how technology can genuinely improve the user experience rather than simply create a temporary “wow” factor. Although the system has minor flaws, it is one of the best HMIs and user experiences SBD has tested and ranks at the top of SBD’s HMI and cockpit user experience rankings." Kurian Valiyaveettil Kurian, SBD Automotive – Research Analyst

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