BMW 7 Series special

Digital luxury: smart technology in the BMW 7 Series

Watches, fashion or vehicles – the world’s leading luxury brands are firmly embracing digital technology and connectivity. The new BMW 7 Series is a perfect example of their seamless integration.

Words
Jeremy White
Photo
Simon Puschmann

Luxury demands an espousal of tradition – on that we can agree. A common misconception, on the other hand, is that technical and cultural innovations, such as the internet or smart technology, have little to do with luxury. In fact, one can observe the precise opposite. For smart luxury brands, the digital revolution is a crucial consideration.

The new BMW 7 Series offers a well-thought-through formula for a connected automotive experience. Above all, it allows passengers to spend their time in the car as they wish.

The new BMW 7 Series offers a well-thought-through formula for a connected automotive experience. Above all, it allows passengers to spend their time in the car as they wish.

The rise of wearable digital technology is also increasingly transforming the luxury market – from the consumer experience in retail shopping to the plethora of fine metals and modern craftsmanship developed for smart timepieces – providing wearers with new options for social connectivity and communication. Such developments are inevitable as luxury brands recognize the need to tap into a generation steeped in cutting-edge digital technology.

Wireless convenience

Which brings us neatly to the BMW 7 Series. After all, the new generation was designed from the drawing board with the highly connected consumer in mind. Not only can the driver make use of wireless charging for all popular smartphones, but the new BMW 7 Series wirelessly integrates the entire smartphone, including some of its installed apps.

LTE connectivity that is independent of the smartphone allows for music and video streaming even at higher speeds – for example, by using the BMW Touch Command tablet between the rear seats by which many of the car’s comfort and entertainment functions can be controlled wirelessly. If desired, the BMW 7 Series can remain in permanent contact with the driver and share its status via the BMW smartphone app or the new BMW Display Key.

The new-generation BMW 7 Series was designed from the drawing board with the highly connected consumer in mind.

The new-generation BMW 7 Series was designed from the drawing board with the highly connected consumer in mind.

Semi-automated driving and Advanced Real Time Traffic Information

Likewise, innovative safety features set benchmarks that enable the vehicle to use smart digital technology to communicate with its surroundings. A variety of assistance systems serve, for example, to keep the vehicle in lane, to control the distance to the preceding vehicle, or to correct the steering during lane changes to avoid a potential collision.

Another concrete advantage of the connectivity of the new BMW 7 Series is its time-saving potential, for instance through Advanced Real Time Traffic Information (ARTTI), which keeps drivers updated on the traffic situation as it happens and helps them find the quickest route to their destination. And in the event of an accident, a phone card embedded in the vehicle automatically places an emergency call that transmits the vehicle’s location as well as information on the severity of the accident. The vehicle helps drivers before they can even contemplate alerting the emergency services.

Well-informed, wherever you are

BMW ConnectedDrive also includes access to online searches for location-based information on weather, parking facilities, hotels and points of interest. Furthermore, 24-hour Concierge Service can connect the driver with a Concierge Service representative who will provide reccomendations on hotels and restaurants, or can assist in any number of other situations in which the driver requires a quick, simple answer to a query.

The new BMW 7 Series thus offers a well-thought-out formula for a connected automotive experience. Above all it allows passengers to spend their time in the vehicle as they wish.

Jeremy White is the technology and lifestyle editor of Wired UK. He lives in London.

03/18/16