BMW Wants to Offer Customers the Ultimate Luxury: More Time

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Photo: Catalin Garmacea
It might seem... peculiar at first but what BMW claims is trying to do and offer its customers might make more sense than anyone thought of. In a recent interview done on the floor of the 2015 Detroit Auto Show, BMW’s boss of sales, Ian Robertson said that the current moves done by the German company aim at offering customers the ultimate luxury: more time.
The talk was in relation with the ever increasing concerns about the new self-driving car trend but to be honest, it does make sense, even if it is just a marketing exercise.

“We are seeking more time, and our customers are wanting more time,” he said Tuesday at the 2015 Automotive News World Congress.

The way BMW is planning to introduce this new concept is by allowing you to spare valuable time spent looking for a parking space, for example, or getting to or from your car in the parking lot. Admit it, sometimes you waste valuable minutes doing this kind of stuff!

Another important objective for the company is to try and improve the quality of time spent behind the wheel. When driving isn’t supposed to be exciting like, let’s say, in a traffic jam or on long trips on the highway, automated systems could take over the control of the car and allow you to actually pay attention to your loved ones inside the cabin.

At the same time, when the situation demands it, you can take over and have fun behind the wheel of your BMW on canyon roads or even tracks if you’re more of a daredevil.

It’s not all that bad to be honest and it does make sense. The only concern this editor has is how the human factor will interplay with all this new technology. As we all know, no matter how fail-safe they are designed by the manufacturers, someone always finds a way to make them eventually crash. The idiot-proof tech hasn’t been invented yet.
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