Think Bavarian engineers lack a sense of humour? This clip extolling the on board technology of future BMWs will make you think twice. A clever nod to Pixar and its Cars saga, featuring a generational conflict between an electric car and an esteemed petrol sedan.
The CES Las Vegas is the annual tech show held every year in January, a must-attend event for geeks all over the planet. With one difference for the 2021 edition: the event took place in exclusively digital form (pandemic and all...). At a time when capturing customers’ attention has become mission impossible, short of a bold statement, BMW has found the ideal way to get people interested as part of the 20th anniversary of its iDrive infotainment system. Mission accomplished with this short film that demonstrates that the Brits don't have the monopoly on irony and self-deprecation!
SoBARNES sets the scene: Munich, the BMW museum plunged into darkness. A night guard parks an electric car, the future iX, set to replace the monumental 7 Series launched in 2001. To put it simply, the technology of the future replacing the car that invented iDrive. The guard leaves... The next scene is like something out of Cars (remember "Lightning" McQueen?) as the 7 Series grandpa tries to prove he won’t be intimidated by an inexperienced whipper-snapper:
Everything is said but (almost) nothing is shown. The first iDrive system, presented in 2001 on the 7 Series, was a revolution. It pared down the traditional dashboard by replacing those blasted buttons with a colour screen and an adjustment dial on the central console. Twenty years later, the system has naturally evolved, but the original spirit remains intact. The iX is equipped with an iDrive designed to “utilize the potential of a connected car in order to make the mobility experience even safer, even more comfortable and convenient, and even richer in variety”, says BMW. In short, driving for pure performance is a thing of the past, welcome to the digital world that holds the promise of new sensations behind the wheel.
Maybe technology isn't such a bad thing after all...
More infos on: BMW.com
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