BMW to Use Alexa+ for In-Car Voice Assistance

BMW is set to become the first automaker to adopt Amazon's enhanced Alexa technology.

Alexa+, launched in February, had unclear automotive deployment plans until earlier this month. Last week, Amazon confirmed that the German carmaker will be the first to benefit from what the company describes as a “smarter, more conversational, and personalized in-car voice assistant experience.”

This upgrade is powered by the next-generation evolution of Alexa Custom Assistant for vehicles, a program enabling automakers to build their own branded AI assistants while supporting more natural dialogue and sophisticated interactions.

“We empower our partners to create distinctive brand experiences through seamless interactions and everyday utility that delivers customer value,” said Daniel Rausch, Vice President of Alexa and Echo, in a blog post.

The technology is built on the Alexa+ architecture, which integrates over 70 large language models and agent capabilities, backed by Amazon’s application-building platform, Amazon Bedrock.

No specific details have been released yet regarding which BMW models will initially feature the upgraded technology or whether it will come at an additional cost. Neither party has provided a precise launch timeline, though Amazon stated it would arrive “very soon.”

However, BMW’s strong track record in this space—recently winning the 2025 Automotive Tech Award in the Voice Assistant category for its existing implementation using the current Alexa Custom Assistant—means its new rollout will be closely watched across the automotive industry.

“By leveraging Amazon’s advanced AI capabilities and Alexa+, we’ve created an intelligent assistant with a true BMW feel, delivering the convenience and experience our customers expect,” said Joern Freyer, Vice President of User Experience Development at BMW Group.

While BMW will be the first automaker to implement this new AI-powered assistant, it likely won’t be the last. The German automaker—also owner of MINI and Rolls-Royce—is among several brands offering Alexa-integrated vehicles, alongside Ford, Audi, Land Rover, Jaguar, and Lamborghini.

Beyond Alexa+, Amazon Web Services (AWS) also supports BMW’s connected car services, virtual hardware environments, and engineering workflows.