BMW’s New In-Car Voice Assistant Is Amazon’s Alexa+

November 6, 2025

Alexa is getting an upgrade and BMW drivers will get to experience it in the car.

The German automaker is working with Amazon’s revamped voice assistant to include AI-backed tools into the driving experience. BMW cars with BMW’s OS 9 and upcoming X will have access to Alexa+, the two companies announced Thursday. The updated Amazon assistant was announced in February with better conversational abilities. It is powered by the generative AI cloud service Amazon Bedrock on AWS and uses 70 different large language models (LLMs).

With the new Alexa tool, carmakers like BMW can make custom voice-based AI assistants for in-car infotainment purposes. BMW will use Alexa+ for users to control media, navigation, climate and other functions—all with voice. While this isn’t a new feature, the updated assistant will understand more natural, conversational questions and commands.

BMW is one of the first Alexa+ users in the car space after it revealed its BMW X operating system known as Panoramic iDrive earlier this year for its next generation of vehicles. Its Neue Klass EVs will be some of the first with the new iDrive system.

Amazon and BMW have partnered for years, especially behind the scenes with AWS powering the car’s software and workflows. Amazon says BMW is the first of other unspecified carmakers using the updated voice assistant and AI system in its vehicles. Alexa+ is available in Amazon’s Echo Show device and is included for Amazon Prime members. It costs $19.99 per month for access for non-members.

In terms of timing, BMW and Amazon have only said the new Alexa+ experience will be available in BMW vehicles “soon.”