PREVIEW

BMW has unveiled a human-like in-car assistant yet, as part of the debut of the new BMW iX3 electric SUV at CES in Las Vegas.

The vehicle is the first production model of BMW’s upcoming “Neue Klasse” generation and serves as a showcase for technologies the company says will roll out across its range. By 2027, BMW plans to introduce Neue Klasse systems into around 40 new or updated models.

At the centre of attention is the next generation of the BMW Intelligent Personal Assistant, which for the first time integrates Amazon’s new Alexa+ technology. BMW says it is the first carmaker to embed the upgraded AI assistant directly into its own voice system.

The assistant is designed to interact in a more natural, conversational way, allowing drivers and passengers to ask several questions in a single sentence. Requests can range from adjusting in-car settings to asking general knowledge questions unrelated to driving.

The system is powered by a large language model, a form of generative artificial intelligence capable of understanding context and producing its own responses, rather than relying on pre-set commands. BMW says this allows the assistant to behave more like a human companion than a traditional voice control system.

The new assistant is part of BMW’s new Panoramic iDrive interface, first revealed at CES last year. The company says the system balances touchscreens, physical controls and voice interaction.

The Alexa+ integration is expected to begin rolling out in Germany and the United States from the second half of 2026, across BMW models running its Operating System 9 and the newer Operating System X.

BMW is also expanding in-car entertainment in the iX3, particularly when the vehicle is stationary. Occupants can stream video content, play games or make video calls on the central display.

Alongside its software advances, the iX3 introduces BMW’s sixth-generation electric drive technology. The company says the new system improves efficiency, reduces weight and cuts manufacturing costs compared with its previous generation.

The iX3 50 xDrive produces 469 horsepower and can accelerate from 0 to 62mph in under five seconds. BMW claims a range of up to 500 miles under the WLTP testing cycle.