The Munich company's flagship sedan was nothing less than everything the
company knew about car building, and that was quite a lot. Perfectly
constructed, astonishingly fast and utterly besotted with technology,
the big, gracious 7-series had but two flaws: The first was something
called iDrive, a rotary dial/joystick controller situated on the center
console, through which drivers adjusted dozens of vehicle settings, from
climate, navigation and audio functions to things like the sound of the
door chime. The reason for iDrive and similar systems is that designers
were running out of room for switches and instruments. The trouble was
that the iDrive was hard to work. Damn near impossible, in fact. Drivers
spent many hair-pulling minutes driving to figure out how to add radio
presets, for example, or turn up the air conditioning. When confronted
with complaints, BMW engineers said, with barely disguised contempt: Ze system werks pervectly. Dis is no problem.
Since 2002, BMW has gradually improved iDrive to make it more
intuitive, but it's still a pain. The other flaw? The silly bubble butt,
called the Bangle Bustle, after lead designer Chris Bangle.
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