By wanting to highlight the technological advances of its iX SUV, BMW took the opportunity to tackle its own history.
Last November, BMW had created controversy by responding “OK Boomer” on twitter, by communicating around the next all-electric SUV iX. And when it comes time to talk about the next-gen iDrive infotainment system at CES, BMW is putting it back in a stunning video.
The video shows a BMW 7 Series from 2001: it is the first to have received an iDrive system, now 20 years ago. Abandoned, it is joined by the very latest iX. And the two start to discuss …
Dialogue of the deaf between heritage and electric future
The 7 Series is presented as an old ancestor, overtaken by new technologies. And after trying to chase the new iX away, she takes some pretty good lines from the SUV: “hey papi, have you been snorting gas for too long?”, “I can do so much, that can you do ?”. And the big V12 sedan retorted: “I can drive really fast!” The reply was not long in coming:
“- I can interact according to emotions, I am the future. Your future? It is scrapped …
– But I have 12 cylinders!
– I use the context to communicate! “
A true dialogue of the deaf … Definitely, BMW is having a hard time reconciling its history, despite an attempt at compromise at the end of the video. Between a tradition built on the pleasure of driving and heat engines, and its new 100% electric branch, difficult to communicate …
An ever more connected iDrive system
But let’s move on to this attempt at humor to stay on the few announcements made by BMW regarding the upcoming iDrive, in this video and elsewhere. The brand is announcing many new functions thanks to a system that is more connected than ever: the iDrive can also communicate with other BMWs to receive traffic alerts, or predict the availability of parking spaces at the intended destination.
The BMW iX, which should be the first to release this new iDrive, will hit our roads in the second half of 2021, with a WLTP range announced at 600 km.