BMW.SG | BMW Singapore Owners Community The Ultimate BMW Community – Established Since 2001
BMW is back with another round of its viral innovation campaign, and the new BMW iX3 takes centre stage. Five fresh short films lean on the brand’s dry humour to show off clever technology. The first Neue Klasse model leads the cast. The electric i7 flagship rides shotgun.
Two clips put the spotlight on BMW Symbiotic Drive in the iX3. The system keeps the driver in the loop at all times. You can still steer, brake or accelerate while assistance is engaged, without switching it off. In one film, a fussy passenger barks advice until the driver has finally had enough. In another, a coffee cup left on the roof somehow survives the journey unscathed.
The upgraded Intelligent Personal Assistant gets its own moment. Amazon Alexa+ now comes along for the ride, broadening what the voice helper can handle. It chats about almost any topic and ties the answers to vehicle functions. One sketch sees a husband dressed as a Roman soldier misquoting Cicero. His wife sets him straight with a little help from the assistant.
Charging is the punchline of the “Pit-Stop” film. The iX3’s battery drinks up to 400kW at a high-power charger. A ten-minute stop adds as much as 372 kilometres of range. The restaurant kitchen scrambles to plate up before the SUV is ready to roll again. It is a neat way to sell rapid charging.
The i7 closes the set with its rear-seat entertainment. A passenger drones on about paper clips. The driver simply flicks on the 14.6-inch Passenger Screen fitted as standard. Films and series soon replace the small talk. The campaign launched on 6 May, and all five films are now live at BMW’s YouTube channel.
