For many years, the BMW Group has been presenting innovations at the Consumer Electronics Show (CES) in Las Vegas. The mobility experience of tomorrow was also set to be the focus of the BMW Group's presence at CES 2022. Due to the pandemic situation, the BMW Group moved all planned media activities at CES to a fully digital program livestreamed from Germany.
Pieter Nota, Member of the Board of Management of BMW AG, responsible for customer, brands and sales: "At the beginning of December, we reached a milestone in our transformation and delivered the one millionth electrified vehicle. With the BMW iX M60, we are presenting the most powerful and fastest electric vehicle in our product portfolio on the occasion of this year's CES. At the same time, we know that the digital experience is becoming more and more important for our customers. With Theatre Mode we present a spectacular in-car entertainment experience; with My Mode Digital Art, we are the first manufacturer to present digital art in an automobile."
The ultimate driving machine therefore literally meets the ultimate digital experience. On the occasion of CES 2022, the BMW Group shows how innovative digital technology can be used to make the driving experience even more individual and emotionally engaging for the customers. The new My Modes, which create an immersive user experience in the interior, play a central role here. At CES, the BMW Group gives a glimpse of four new My Modes. The selection will soon be expanded to include the My Modes Expressive and Relax. In addition, Digital ArtMode presents digital art in an automobile for the first time and the Theatre Mode heralds a new era for in-car entertainment.
The BMW iX is one of the first models from BMW to already use the latest generation of the iDrive display and operating system. The new iDrive not only enables a particularly intense interaction between driver and vehicle, but also a greater personalisation of the driving experience with the new My Modes. They create unique moments that result from a combination of vehicle characteristics and interior atmosphere tailored to the particular situation.