Is it just me, or is there something generic about the experience of driving an electric car? Those artificial “exhaust” sounds only make it worse. Maybe having an “experience” while driving an automobile is a dying sentiment, and today’s car buyers don’t care about a vehicle’s personality, fun, or uncommon features. Maybe we all want expensive relaxation pods with designer names slapped on. Maybe, but I hope not.
BMW’s take is a little different. They get that an electric car (or maybe even all cars) should be exciting; otherwise, why spend close to $100,000 or more? As found in the latest iX, BMW gets that the car can’t just be quick and quiet. What BMW has done is create an experience, not just an attractive, useful car that happens to be electric. Quick, quiet, and generic isn’t the Ultimate Driving Machine.
Modus Operandi
The iX, like the i7 and other BMW vehicles, has something called “My Modes.” This is in addition to the usual driving modes like Sport, Eco Pro, and Comfort. My Modes use sound, graphics, and light to convey a calmer or more urgent feeling when driving. For example, switching to Sport mode changes the look of the gauges and the ambient lighting and delivers an electronic sound when accelerating and decelerating. The sound is a little like the sound effect of a spaceship zooming off beyond the stars in a big-budget movie. My Modes can also change the driving dynamics of the vehicle. The driving modes, like Comfort and Sport, do make physical changes to the vehicle, such as stiffer or softer suspension, accelerator sensitivity, and quicker steering ratio. But because these driving modes use lights, sound, and graphics, they add up to more than the typical sport mode. On the other hand, there’s a “Relax” mode that uses muted colors, a simpler gauge cluster, and a soothing tone to (in theory) reduce stress on trips or commutes home.
In a way, this is a double-edged sword. On the one hand, it’s cool to see BMW create an entire driving experience to make an electric car feel more engaging, but on the other hand, maybe if you need that kind of electronic wizardry in the first place, you’ve already missed a vital component of the driving experience – something crucial for a brand like BMW. For example, while driving the BMW XM, there’s no need for tricks or gimmicks. It’s a plug-in hybrid, and it works quite well when driving around town fully on electricity. Then, out on the open road, when that V8 kicks in, it is just exciting by the very nature of what it is and how it works. It’s explosions and movement; it’s dynamic, simply doing the normal thing it does – drives.
Futuristic Features
The BMW iX has other “wow” features too. For example, there’s an electrochromic moon roof. It’s a fixed clear roof that can go from clear to opaque by just pressing a button. This large panoramic clear roof uses PDLC or Polymer Dispersed Liquid Crystal. There’s no plastic or physical shade you pull open or close. The glass goes from dim to clear in about a second without any visible physical barrier. It’s all electronic. That kind of modern tech only enhances the experience and furthers the notion that this is a car of the future available today.
Competitive Analysis
To be fair, Mercedes-Benz has done something like BMW’s electric car experience and different user/experience profiles in its EQ vehicles. But Mercedes and BMW are selling cars in a high price bracket, so maybe making the car is more about an experience than just high-tech electronics and software. In addition, both Kia and Hyundai have done a great job of creating compelling-looking electric vehicles. And the various drive modes help give the cars extra personality. However, it’s BMW that appears to understand that “quick and quiet” just isn’t enough. BMW has gone the extra mile in attempting to make its electric cars feel special. In many ways, they do feel special. It helps that the BMW iX has the dynamic acceleration and handling we’ve come to expect from BMW. Still, unless we’re all content to drive or be driving in generic electric pods, the overall experience is crucial to the future success of electric cars. Let’s hope more automakers follow BMW’s lead.
Gallery
You’re thinking too small. It’s not just about cars, there’s an entire experience that makes up BMW ownership today.
The new 3 and 4 series are some of the fugliest cars I’ve ever seen.