BMW Isn't Going to Like the Genesis GV70's 27-Inch Dash Display
It took BMW several iterations of its iDrive system before it got it right, having started in 2001 in the 7-Series. BMW's iDrive 8.5 is now present on most of the brand's current models, with infotainment screens ranging from 10.7 inches in the 2-Series up to 14.9 inches in models like the 7-Series, X5, and XM. iDrive 8.5 is beautiful, easy to operate, and quick to respond–together with the 12.3-inch digital instrument cluster, the expansive setups are the focal point of the premium cabins.
However, Hyundai's luxury arm, Genesis, has something to say about that, with a huge 27-inch panoramic OLED display in models like the GV70, which we recently drove. It's sleek, futuristic, and user-friendly-and BMW definitely won't like how good it is.
The GV70 has already earned praise for its refined driving manners, powerful engine choices, unique styling, premium materials, and outstanding value. But the 2026 model, part of Genesis's mid-cycle refresh, introduces what could be its most game-changing feature: the massive 27-inch digital display. Unlike many automakers that split screen real estate into separate gauge clusters and infotainment screens, the version in the GV70 is one big swath of electronic goodness with no black frame partition in between. Drivers can split the screen if so desired, but no line of demarcation prevents full-width display. The result is a sweeping curved display that enhances usability while offering a visual smorgasbord of menus and driver data in one stunning layout.
Genesis says the screen was inspired by the horizon, a design meant to increase visual calmness while maintaining important vehicular information. The OLED panel delivers vivid color, deep contrast, crisp fonts, and smooth transitions, making navigation, vehicle settings, and media playback feel intuitive and premium. Widgets are customizable, too, and the redesigned interface is easier to read and decipher than BMWs, reducing the time needed to operate functions. Genesis did its homework, and the payoff is one that balances style and user friendliness.
Genesis hasn't forgotten those who love to drive, either, being a brand that's committed to excellent physical controls, not just on-screen touch controls. The revised center stack provides knobs for audio, temperature control, and infotainment selection. They're wonderfully tactile with great knurling, and they're also nicely sized for easy operation without having to take your eyes off the road.
As we mentioned before, the current BMW Drive 8.5 is one of the best in the industry, after numerous also-ran versions before it. On top of that, the iDrive infotainment system was one of the first to shift control to a rotary knob and screen-based menu system, and the brand continues to innovate with features like natural voice control and augmented-reality navigation. The 2025 BMW X3, now entering a new generation, comes with BMW's iDrive 9 system and a curved display of its own: a 12.3-inch digital cluster paired with a huge 14.9-inch touchscreen, both slightly angled toward the driver.
It's a clean, functional setup, but also one that relies on on-screen climate controls rather than switchgear like the GV70's. BMW's recent shift toward touchscreen-only climate controls and deep menu layers for common functions can be frustrating, overly complicating simple operations. While BMW's tech is undeniably powerful, it often feels more like software designed by engineers rather than something intuitive or joyful to use.
That's where Genesis not only creates beautiful and seamless screens, but it also carefully thinks about the user experience. The GV70's 27-inch screen seems more fluid in its operation, and climate controls remain accessible through physical knobs below the screen. It seems the Germans prefer a bit of obfuscation, as the menus are visually cluttered and complex. Genesis avoids this, and it speaks volumes about the brand.
Yes, BMW still eclipses Genesis sales figures, but the South Korean luxury brand is making some serious headway. BMW still leads the segment in terms of raw sales, but Genesis has become an increasingly uncomfortable competitor in the Bavarian's rearview mirror. In 2023, BMW sold approximately 65,000 X3s in the U.S., while Genesis sold just under 25,000 GV70s -a respectable number for a relatively new player in a game BMW has been playing for a long time. Genesis exhibited more growth than BMW and Lexus, while Audi has dropped.
With the 2026 refresh, Genesis is leaning hard into its tech set. The 27-inch display isn't just a flashy update; it's a direct challenge to BMW in functionality and style. Genesis is making a strong statement that it's not just playing catch-up; it wants to lead the pack. That same 27-inch stunner is also in the G70 sedan and GV80 SUV. Watch the cascade continue.
Of course, the GV70 isn't just about the in-car technology. It offers a choice of robust engines, including a 300-horsepower 2.5-liter turbocharged four-cylinder and a powerful 375-horsepower 3.5-liter twin-turbo V6, both with standard all-wheel drive. The ride and quiet road manners are improved for 2026, yet the GV70 remains responsive, with quick launches and confident cornering ability. Interior materials continue to rival German rivals, with quilted Nappa leather, real aluminum trim, and a clean, airy cabin layout.
For 2025, Genesis has also improved cabin ergonomics and updated the rotary shifter and climate controls for a more streamlined experience. The upgraded and much larger screen also gave rise to an improved center stack and center console. Add standard wireless Apple CarPlay and Android Auto, a new wireless device charger, and driver-assist features like adaptive cruise control, lane centering, and blind-spot monitoring, and the GV70 continues to check just about every premium box that a BMW X3 can, for a lower price.
Genesis is onto something, and it's not just value. When a newer brand matches or exceeds your tech, comfort, and build quality (often for less money), consumers start to question the premium charged for Bimmers. Genesis was once viewed as an also-ran, lacking the power, polish, and technology of the Germans. Just a handful of years ago, Genesis was considered an alternative brand that was more accessible but less desirable. That's no longer the case when you put them side-by-side.
Genesis understands this shift in mastery and execution and is capitalizing on it. The 27-inch display is more than a screen, it's a statement that the brand is going after BMW's meal with a big fork and knife. Rather than being a copy of BMW, Genesis is doing things its own way, and sometimes even better than the rest of the field.
No one will choose the GV70 over an X3 simply due to the displays, but there's no denying that it's an important part of the sport-luxury SUV conversation. It's the entire package, of course, but the Genesis package is that much more compelling with cutting-edge electronics, great visuals, and smooth operation. 2025 GV70's 27-inch panoramic display won't make the X3 obsolete, but it may make it feel unnecessarily complicated. Oh, and those Genesis physical controls add more than just icing to this South Korean automotive cake.
Copyright 2025 The Arena Group, Inc. All Rights Reserved.
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