CES 2022: Digital Individualization by BMW

A "combination of creativity and digitalization" is expected to lead to "great moments" for the driver and their passengers, according to BMW. The new so-called "My Modes" are set to make a significant contribution to this, creating an "overall user experience" in the interior, according to BMW. At CES, the BMW Group is giving a preview of four new My Modes. The selection will soon be expanded to include My Modes Expressive and Relax. Additionally, the Digital Art Mode will present digital art in a car for the first time, and the Theatre Mode will usher in a new era for in-car entertainment. Just like the digital artworks on the BMW Curved Display, the drive sound also plays an important role. Accordingly, BMW developed specific soundscapes for purely electric models in collaboration with film music composer Hans Zimmer, and they also added more to this at the digital CES. The immersive installation "Dimensions of Real," which according to BMW heralds "a new phase of digital innovation," goes even further.

But BMW also invented something new on the outside: With the iX "Flow featuring E Ink," they showcased the world's first car whose exterior color can be changed at the touch of a button.

CES world premiere of a real car: The BMW iX M60

For the first time, a real car, the iX M60, also had its "world premiere" at CES, even though it is just a variant of the iX series. Nevertheless, the iX M60 is the first purely electric performance automobile from M GmbH from the start. It offers maximum system power of 455 kW/619 hp with two electric motors and a maximum torque of 1,015 Nm in sport mode. With launch control activated, it can even reach 1,100 Nm. In total, a strong but not innovative product from BMW, although they excelled virtually much more.

Exciting: The new My Modes Expressive and Relax

In the iX, BMW also introduced the so-called My Modes. According to BMW, they create "unique moments" resulting from a combination of vehicle characteristics and interior ambiance tailored to the specific situation. For CES 2022, BMW is now showing the additional variants Expressive and Relax. My Mode Expressive is designed to combine an active driving experience with a "particularly emotional atmosphere" in the interior, meaning that the display on the BMW Curved Display features expressive colors and abstract patterns. Additionally, the "IconicSounds Electric" are meant to provide an unconventional, particularly intense soundscape. "Relax," on the other hand, focuses on well-being, harmony, and relaxation. The graphic representations are inspired by natural landscapes, and a subtle and harmonious soundscape is created to match.

New idea: Digital art in the automobile

An interesting idea is undoubtedly the "Digital Art Mode," which presents digital art in a car for the first time worldwide. The representations activated with this My Mode on the BMW Curved Display are the result of a creative dialogue between BMW Group Design and the internationally renowned Chinese multimedia artist Cao Fei. Cao Fei had already designed the 18th BMW Art Car in 2017. In her digital artwork produced for the Digital Art Mode, Cao Fei addresses the various interactions and interrelationships in a globalized world using light elements that constantly change, move, and interact with each other.

New soundscapes: Launch of BMW IconicSounds Electric

But BMW is also enhancing acoustically: At CES 2022, the BMW IconicSounds Electric, once again created in collaboration with the renowned film music composer Hans Zimmer, were also introduced. The jointly developed driving sounds are intended to reflect the specific performance characteristics and brand-typical features of an electrified BMW "in a completely new and yet authentic way." Thus, the acoustic feedback to the movements of the accelerator pedal is meant to contribute to the driving experience even in the fundamentally almost noiselessly driven BMW. The new soundscapes vary depending on the My Modes chosen by the driver. Specially developed variants of the BMW IconicSounds Electric are used in the electrified BMW M automobiles. The BMW IconicSounds Electric will be available for the first time in the BMW i4 in the first half of 2022 and also in the BMW iX in the second half of 2022.

BMW also showcases a "cinema on wheels"

In My Mode Theatre, the rear section of the interior transforms into a private cinema lounge – with the BMW Theatre Screen, a 31-inch ultra-wide display in 32:9 format, surround sound, and 5G connectivity. Rear-seat passengers enjoy a comprehensive and luxurious cinema experience with individually selectable entertainment programs on a display with up to 8k resolution. To offer a diverse range of entertainment in the vehicle, the BMW Group is also collaborating with Amazon to offer a wide range of content via Fire TV. This means that customers have access to content they already enjoy at home, including movies and series, music, and podcasts, even when on the go. There will be a market-specific offer for Chinese customers. Once the Theatre Mode is activated, the BMW Theatre Screen elegantly lowers from the roof lining. This process is accompanied by a sound staging exclusively created for this purpose in collaboration with Hans Zimmer. The occupants can operate the entertainment system directly by touch or via touch panels integrated into the door panels.

Exterior: Color change at the touch of a button

For the exterior, BMW is using digitalization to change the color scheme: With the BMW iX Flow featuring E Ink, they present a technology that uses digitalization to adapt the exterior of a vehicle to different situations and individual wishes. The body surface of the BMW iX Flow featuring E Ink can change its color at the driver's request. The flowing color change is enabled by special body wrap precisely aligned with the contours of the purely electrically powered sports activity vehicle from BMW. Triggered by electrical signals, the electrophoretic coating brings different color pigments to the surface, giving the body the desired hue. Adrian van Hooydonk, head of BMW Group Design, explains:

"The BMW iX Flow is an advanced research and design project and a good example of forward-thinking that the BMW Group repeatedly demonstrates."

Immersive installation: The Dimensions of Real

On the occasion of CES, the BMW Group has also developed an installation to make its future visions of digital design tangible. For this purpose, BMW's subsidiary Designworks has redefined the concept of the concept vehicle: It is meant to offer the user the opportunity to experience multisensory-controlled driving firsthand. Dimensions of Real is purely a digital format and also an artistic glimpse into the future.

Virtual Experience: BMW's so-called "Metaverse Joytopia"

Following a successful debut during the IAA 2021, the BMW Group is once again opening its metaverse "Joytopia," which aims to virtually extend important events and collaborations of the brand for users from around the world. The immersive installation Dimensions of Real is also accessible there during the exhibition days from January 5 to January 8, 2022. Moderated by Hans Zimmer, Joytopia visitors traverse the completely redesigned worlds of Confidence, Calm, and Joy across various dimensions and digital landscapes inspired by the new My Modes and the flexible appearance of Dimensions of Real. This gave visitors who couldn't travel to CES in Las Vegas the chance to experience the ideas, concepts, and visions of the BMW Group—directly in the browser of their smartphone, tablet, or PC.

What does that mean?

BMW is primarily driving digital customization forward and has great ideas for it. This fits well with the CES show—it's just a shame that amidst all the power of the iX M60 and all the virtual worlds, there were no ideas for CO2 reduction—there were stronger ideas at the IAA!