If you’re a cynic, you might argue that the absence of physical switches and bulky technology in BMW’s vehicles is simply a cost-cutting measure. However, the automaker would prefer to present it as a deliberate move towards simplicity, even though the trend of touchscreen-dominated interfaces has been somewhat underwhelming in certain areas. Even at the high-end luxury level, there is still a combination of touchscreens and hard buttons.
One of the most familiar features is the iDrive screen, prominently positioned in the center of the dashboard. Drivers can control this screen and its numerous functions using their hands, multifunction buttons on the steering wheel, or BMW’s voice control system. Notably, the original iDrive wheel that accompanied the system’s introduction in 2001 is now absent.
Perhaps one of the standout features in BMW’s lineup is the Panoramic Vision display. This innovative light bar extends across the entire width of the windshield, projecting relevant information at eye level for the driver. The display can be customized, allowing drivers to limit the information to their own field of view and exclude the passenger’s line of sight. Beyond its information delivery capabilities, the Panoramic Vision display is also interactive. In a manner reminiscent of the movie “Minority Report,” users can simply flick information from the iDrive screen up onto the Panoramic Vision display with a finger. This feature enables drivers to keep their eyes focused on the road by eliminating the need to glance down at specific widgets or controls. The concept of “phygital”—a blend of physical and digital elements—is not limited to just door handles and lights but extends into the overall user experience of the vehicle.
While some of the features showcased in the Vision Neue Klasse concept car, such as its light bar display and interactive user interface, are still in the conceptual stage, BMW has already introduced phygital technology in one of its products. The BMW Motorrad ConnectedRide Smartglasses are app-connected eyewear designed to fit securely under a motorcycle helmet, providing riders with a heads-up display directly in their line of sight. This display can show speed and navigation information, similar to the functionality of Google Glass but with more practical applications. Although these smartglasses come with a price tag of £749 ($750), they represent a tangible example of BMW’s commitment to advancing phygital concepts and making them accessible to consumers.
The Vision Neue Klasse serves not only as a design study but also as a showcase for BMW’s vision of minimizing the clutter inside vehicles through the integration of smart technology. However, the concept car has not revealed specific details about its powertrain. What has been disclosed is that it will be based on BMW’s sixth-generation eDrive technology, which promises improvements in range, charging speed, and efficiency. BMW projects a 30 percent increase in range, a 30 percent decrease in charging time, and a 25 percent improvement in overall efficiency. The exact implications of these advancements will become clearer when BMW unveils its production models in 2025.
In conclusion, BMW’s approach to user interfaces and technology integration emphasizes simplicity and convenience. The company’s decision to minimize physical buttons and switches in favor of touchscreens and interactive displays reflects its commitment to creating a seamless and intuitive driving experience. Whether it is the familiar iDrive screen or the innovative Panoramic Vision display, BMW is at the forefront of developing phygital concepts that enhance the way drivers interact with their vehicles. As the automotive industry moves towards a more connected and digitized future, BMW’s forward-thinking approach ensures that drivers will benefit from cutting-edge technology without compromising on user-friendliness and safety.
