Those who have been itching to test-drive the new BMW i3 now need look no further than the Apple App Store. BMW has launched an app called ‘BMW i3: Become Electric’ that allows users to virtually test drive the i3 on their smartphone or tablet.
The German luxury carmaker says the app “invites users to assume the position of the driver and supporting actor in a dramatic, fast-paced race to save the world.” The app is shot in 360-degree detail using complete surround sound.
Users technically only control the virtual vehicles once — tapping the screen to “press” the accelerator pedal. While users also can operate the sat-nav when prompted, they mostly are just a passenger in the storyline.
The app features a 360-degree interactive “show-your-friends” function that allows users to control the viewing aspect by tilting and turning the phone or tablet. If users look right, they can see the “hero” driver (the adventure takes place in the UK). If users look left, they can see spooky, hooded figures reminiscent of Harry Potter dementors or Lord of the Rings wraiths.
While the high-octane drama is fun, the app’s true value lies in its ability to show users — and potential customers — what it is like to ride in a BMW i3. The car’s cabin looks slick at night, and the elevated driving position offers great visibility.
The app is not yet available in the U.S. market. Stay tuned.
After a long silence, earlier this year BMW officially launched BMW i as its answer to the electric vehicle (EV) question. The company says it is recognizing the changing times — and that the next generation of cars and services will need to meet these realities.
In a June interview with Sustainable Brands, Uwe Dreher, BMW i’s Global Head of Marketing said: “The kids now are not interested in getting a driver's license, so we clearly realize that things are changing. So either we give up the business or we change the product assortments that we offer.”
What sets BMW i apart from many of its EV competitors is that it is among the first to build such a car from the ground up, which has resulted in the urban-focused i3 and i8 sports car series. Most of today’s EVs continue to integrate conventional automotive design based on the internal combustion engine.
“You cannot just retrofit because of the negative effect of the car’s weight,” Dreher said. “You have to invest in, and re-engineer, an all-new car. You must ‘purpose build’ it.”
Overall, it has been a sterling year for the EV industry. In August, the Tesla Model S received a five-star safety rating in every subcategory from the National Highway Traffic Safety Administration (NHTSA), making it part of the one percent of all vehicles tested by the federal government to achieve a perfect score. Tesla also recently reported that in June, its Model S outsold several of the top luxury car brands in California, including Porsche, Buick, Lincoln, Cadillac and both Jaguar and Land Rover combined.
BMW was recently among the seven companies to achieve the maximum score of 100 in the CDP’s 2013 Global 500 Climate Change Report. The report is comprised of two indices — the Climate Performance Leadership Index (CPLI), which marks companies that are implementing a strong climate strategy and approach to reducing emissions, and the Climate Disclosure Leadership Index (CDLI), which identifies the companies that are the most climate transparent. The index includes firms that score within the top 10 percent for the quality of the data they disclose.
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Founder & Principal Consultant, Hower Impact
Mike Hower is the founder of Hower Impact — a boutique consultancy delivering best-in-class strategic communication advisory and support for corporate sustainability, ESG and climate tech.
Published Sep 29, 2013 10pm EDT / 7pm PDT / 3am BST / 4am CEST