After consecutive years of introducing innovative and captivating concepts at the Consumer Electronics Show, BMW is shifting its focus internally in 2024. The emphasis is now on enhancing the interior of their vehicles, specifically the technology and media content that the luxury automaker believes will engage its discerning clientele as they navigate their premium, high-performance vehicles towards the future.
In a recent announcement, Frank Weber, the chief technology officer and board member overseeing BMW Group development, highlighted the company’s commitment to delivering “enhanced content, increased customization, and expanded gaming options.” The upcoming updates to the company’s operating system will integrate augmented reality seamlessly and incorporate robust artificial intelligence to facilitate improved communication between the vehicle and the driver.
This strategic direction translates into BMW incorporating a more extensive array of streaming video content and gaming features into their vehicles. The forthcoming lineup promises unprecedented technologies such as augmented and mixed reality experiences, along with in-car voice assistants powered by advanced generative AI, all aimed at providing a cutting-edge driving experience without the need for motion sickness bags.
BMW’s Operating System 9, also known as iDrive 9, is built on Google’s Android Automotive platform. Customers opting for the “BMW Digital Premium” package will gain access to a variety of third-party apps from the ConnectedDrive store, including gaming options on the vehicle’s infotainment screen while stationary or charging at an electric vehicle station. Additionally, rear passengers, including those in models like the BMW i7 with its impressive 32-inch drop-down display, will have the opportunity to engage in gaming activities.
For the first time, BMW owners will have the ability to utilize standard video game controllers for gaming purposes. The company has announced that any gaming controller with Bluetooth functionality can be used, provided the vehicle supports Operating System 9. Furthermore, over-the-air software updates scheduled for 2024 will enable compatibility with video game controllers, facilitating gameplay of titles like “Beach Buggy Racing 2” available on both iOS and Google Play stores.
Joining the trend initiated by Tesla, BMW is integrating gaming features into its vehicles, offering customers a diverse range of gaming experiences. Through the AirConsole app, vehicle owners can choose between single-player and multiplayer games, including “casual” games that allow smartphone controllers for a more interactive experience.
As the automotive industry witnesses a surge in in-car entertainment options, BMW is proactively expanding its video streaming services for vehicles running Operating System 8.5 and 9. This update will introduce a host of on-demand and live video content, enhancing the entertainment offerings for models like the BMW X2 and the entire new Mini lineup in 2024.
Noteworthy is the integration of Amazon Fire TV in the BMW i7 sedan, featuring a massive 31-inch drop-down screen for rear passengers. BMW is also collaborating with DTS AutoStage Video Service powered by TiVo to provide a comprehensive selection of live channels and on-demand media content across various categories, set to roll out to more upscale models through over-the-air updates in 2024.
BMW’s pioneering efforts in augmented reality (AR) applications for vehicles are gaining traction, with the company claiming to be at the forefront of this technology. At CES in Las Vegas, BMW will showcase AR capabilities for the first time, allowing passengers to experience navigation instructions, hazard alerts, and entertainment content seamlessly integrated into the real-world environment using Xreal Air 2 AR glasses.
The collaboration with Meta aims to address challenges related to interacting with virtual elements while in motion, ensuring a stable AR experience within the vehicle. BMW’s ambition to establish an industry standard for AR and mixed reality applications underscores its dedication to innovation and user experience enhancement.
In parallel, BMW is advancing its voice assistant technology by leveraging Amazon’s Alexa to develop a bespoke voice assistant, known as the Intelligent Personal Assistant. This AI-powered assistant, built upon Alexa’s language model, aims to deliver human-like interactions and intuitive control over vehicle functions, catering to the evolving needs of luxury vehicle owners.
Furthermore, BMW’s collaboration with auto supplier Valeo on an “automated valet parking” feature underscores the brand’s commitment to integrating cutting-edge technologies into its vehicles. This feature enables vehicles to autonomously locate parking spaces, maneuver into position, and return to designated pick-up areas, utilizing either autonomous driving systems or teleoperated valet technology.
As BMW continues to innovate in self-parking technology, challenges related to teleoperation persist, particularly in maintaining seamless communication between remote operators and vehicles. While self-parking systems are increasingly prevalent, achieving flawless automation remains a complex endeavor for automakers, underscoring the ongoing evolution of automotive technology and the pursuit of enhanced driver experiences.
