Author: BMW
Date: December 23, 2022
Link: https://www.bmwgroup.com/en/news/general/2022/ixflow.html
Last November, TIME revealed its annual list of the Best Inventions, which features 200 extraordinary groundbreaking inventions “that are changing how we live, work, play, and think about what’s possible”. One of these inventions was the iX Flow, the “color changing car”.
Current BMW models are typically characterised by individuality and the emotionalisation of their interior space. The My Modes feature allows the driver to tailor the atmosphere in the interior entirely to their personal mood and the driving experience they want. With the BMW iX Flow featuring E Ink, the BMW Group offers a completely new way of changing the vehicle’s appearance in line with the driver’s aesthetic preferences, the environmental conditions, or even functional requirements. The technology thus offers unprecedented potential for personalisation in the area of exterior design, as the surface of the BMW iX Flow featuring E Ink can vary its shade at the driver’s prompting.
“Digital experiences won’t just be limited to displays in the future. There will be more and more melding of the real and virtual. With the BMW iX Flow, we are bringing the car body to life,” says Frank Weber, Member of the Board of Management of BMW AG, Development.
Analysis:
In this article, I noticed an important detail as to why BMW saw a need to create a color-changing vehicle: “Similar to fashion or the status ads on social media channels, the vehicle then becomes an expression of different moods and circumstances in daily life.” People enjoy having a way to express themselves or making a vehicle custom to their wants and needs. Understanding this gives me ideas of ways I can implement customization in my final product.
