In 10 years, when autonomous driving is mainstream, we’ll have a fundamentally different relationship with our cars and driving in general.
Every major car company is fully aware of this, but not all are reacting to this change with the same degree of urgency. Earlier this month, BMW hosted its Innovation Days at its technology office in Chicago, where the company showcased the current state of its connectivity services and laid out its vision for the future.
Unlike other manufacturers, BMW has decided that it wants to retain full control over the in-car experience and that it doesn’t want to outsource this to a big technology firm. While the company offers support for Apple CarPlay, it’s not going to support Android Auto anytime soon (and even the CarPlay support isn’t something it seems all that excited about). Instead, BMW has decided that its job as a premium brand is to own the customer experience and make it fit the rest of the driving experience.
“We work with the latest and greatest technology and tools with the goal of integrating our product, our cars, with the digital lifestyle of our customers,” BMW’s VP of Digital Products and Services Dieter May said during a small press dinner ahead of the event. “We think our cars need to play well with [our customers’] digital lifestyle.”Read More...
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