24 Nov 2021

BMW Unveils First-ever Fully Electric SAV, THE iX, at the BMW Luxury Class Showroom

In November this year, BMW unveiled its first-ever fully electric SAV, THE iX, for the first time in Hong Kong at the BMW Luxury Class Showroom in Wan Chai. At the launch event, automotive aficionados with a flair for sustainability got a chance to discover the brand’s seamless blending of high-tech features into the electric car’s modern design.

With its creative spirit, BMW curated a digitalised experiential space for visitors to immerse themselves in the unique features of the fully electric THE iX and understand ways in which the vehicle epitomises sustainable living. To showcase THE iX’s distinctive details, multiple touch screens were installed in the interactive zone for visitors to explore the features of their choice. Meanwhile, interactive games tested fans’ knowledge of the vehicle’s smart-tech features, charging equipment, and sustainability goals. Highlighting the importance of sustainability, videos on display demonstrated BMW’s commitment to protecting the environment, while deepening visitors’ understanding the brand’s philosophy behind THE iX design. To better visualise the personalised vehicle of their dreams, car enthusiasts could use tablets to design, mix and match colours as well as materials.

The all-new BMW iX is centred around providing drivers with a refreshingly open and breath-taking experience, blending performance with the highest quality materials. Every single material and design element has been carefully hand-picked, with the primary goal of providing a revived sense of spaciousness in a futuristic, yet authentically luxurious layout.

For interior design, the hexagonally shaped steering wheels and BMW Curved Display are some of the most innovative technologies first implemented in BMW vehicles. Seamlessly integrated into the car, it stands almost free-floating on the slim and flat instrument panel, with this human-machine interface marking the direction of future driving. BMW’s Shy Tech features have also been introduced into the car’s design, including speakers integrated out of sight, intricately styled air vents, and simple button controls. These hidden features are discreetly revealed when needed, giving riders a tranquil, smooth, and smart experience in a refreshingly uncluttered cabin.

Consisting of the 12.3-inch instrument cluster and 14.9-inch Central Information Display, iDrive 8 supports users to freely control the infotainment system with the aid of its intelligent digital assistant, which reacts to touch, voice, and even gestures. In addition, the Full Colour Head-Up Display is a further aid when driving the BMW iX, which projects the car’s speed and gives detailed route guidance.

To further underscore the vehicle’s sustainable elements, BMW collaborated with Slowood, a local purveyor of lifestyle goods and avid advocate for environmental protection. Working hand-in-hand to promote green living with Slowood, BMW offered a limited-edition of BMW x Slowood snack jars during the exhibition.

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