Bmw 9: it's actually very humorous

If there is a manufacturer who can turn the conference into a series, it must be BMW. BMW pure electric SUV? iX(？ The final production model of iNEXT concept car was released worldwide last night. A few days ago, I received an invitation from the dispatcher. I saw that the schedule was 7: 00 am on the 9th, and the documentary was shown on 10. The press conference will start at 9: 00 pm on the 60th.

I was shocked and quickly asked, "I'm not going for three days in a row, but I have to watch a documentary for two days, right?"

The dispatcher said, "no, you don't have to go all day." Just open an online conference and finish it. "

……

Recently, I watched several online press conferences and found a phenomenon: the highlight is no longer the press conference itself, but the publicity short film before the press conference. For example, the world premiere of iX, the real content of the conference is only ten minutes, and the important development and design content is in the documentary "iNEXT Discovery Tour" about half an hour before the opening.

This is indeed a more efficient way. It was originally an online conference. Of course, the short film is much better than the leader reading the poor copy while watching the teleprompter on the spot. And it's cheaper. It's an online conference anyway. It's much cheaper to get a studio than to rent a big venue. In fact, looking back, we will find that all the online conferences of large venues took place a few months ago. At that time, the epidemic had just begun. Maybe the venue has been rented out and there is no way to return it. We simply don't have to use it for nothing.

The publicity short film before the release of iX, that is, the six episodes of iNEXT's exploration tour, is very interesting and full of Stephen Chow-style postmodern structure. For example, this picture:

Photography, lighting and recording are all in the picture, just like telling you in front of the screen: "This is just a show, don't take it too seriously."

From the beginning to the end, such self-deprecating humor, the opening of each documentary (about three to five minutes) is the usual routine of traditional automobile advertisements and promotional films. For example, this is the perfect combination of industry and technology, which was born in the heart of the global automobile industry. A hundred years of history has given it a profound and pure sense of weight. Bavarian designers and engineers want to build a future automobile bla? bla？ bla……

But then, the voice actors in the background of the documentary will immediately stop, say "Forget it" and "Don't be melodramatic", and add a joke to bring the forced atmosphere back to reality.

This cynical attitude sometimes brings some very profound thoughts.

Sometimes it's about autonomous driving: when BMW employees think of autonomous driving, they will say, "You can have a meeting with Skype in the front row ..." The background voice wisely realized the problem and said, "It seems that autonomous driving can make people do more work, even before going to work, but we hope that people don't need to work at all in the future."

Sometimes it's about AI: immediately after the above topic, the background voice says, "Maybe it's not so bad to let the machine take over everything. What's the problem? It won't be The Matrix, will it? " Then as soon as the picture changed, BMW's AI cleaner appeared in the picture and said, "I gave up my promising job and now I sweep the floor for mankind. Fuck you."

So I began to fantasize about what EV iX would be like. As we have all seen, traditional car companies always take "I have crossed more bridges than you" as their mantra, just like an old-fashioned one. Tesla, on the other hand, is like a bear Haizi, who cares nothing and does something extremely irresponsible to the public from time to time. Will BMW iX be a completely different product? Could it be a cynical, offensive and creative product?

At least in the opening six episodes of the publicity film, its sense of humor is enough to make people look forward to it.

Unfortunately, this sense of humor didn't last. When it officially opened, the conference changed back to the most common appearance of those car conferences: the host said that BMW was very powerful, then the BMW leader said that BMW was very powerful, then another leader said that this car was very important and would make BMW even more powerful, and then another leader said that this car was very powerful.

Considering that every car conference is like this, I can't bear to say that BMW is not good. At least the TAs have wonderful promotional videos.

Let's start with the protagonist, iX which will be mass-produced next year. It looks like this:

Performance parameters are dazzling enough. The WLTP standard (stricter than NEDC) has a cruising range of over 600 kilometers, and the acceleration from zero to 100 kilometers is less than 5 seconds. These two figures are convincing enough, especially the former.

This is also a beautiful car. Personally, I prefer the newly enlarged kidney front face and great wheels. If anything, it looks like a fuel truck. In fact, it is no different from a fuel car.

The biggest feature of today's EV is that it has no mouth, which is from Model? 3 began to form, EV's unique identity tag. But we also know that the mouth-that is, the air intake grille-is sometimes equal to the whole face of a fuel car, so we will say that BMW is the "kidney front face" and Audi is the hexagonal front face. If we don't say it, it will be "shameless", which requires a lot of determination.

Since you can't leave your mouth, how can you show your EV identity? BMW uses its best way to decorate with blue decorative lines. The same is true for i3 and i8 before.

In fact, because EVs of traditional car companies have mouths, it has become a common means for TAs to get some blue on the car body to indicate EV identity. This is made by BBA, BMW with blue decorative thread; Mercedes-Benz EQC is a blue wheel hub, and the default interior atmosphere light strip; Audi directly positioned the main color of e-tron as blue.

We can also see the difference between BMW and Tesla in the interior, mainly in the aspect of intelligence, such as touch screen.

The instrument and central control of BMW iX also greatly reduced the physical buttons, changed to touch screen, from instrument integration to central control, curved screen design, and the visual effect was even more cool. Then, if you look at it carefully from another angle, you will find that iX's touch screen is not integrated with the dashboard like a new car company, but is installed on the dashboard through a bracket, which seems a bit alienated.

Moreover, iX stubbornly retains the iDrive system, which is very attitude, and has made a wonderful optimization. The knob also has a touch function.

Compared with intelligence, the advanced feeling of iX interior is much more obvious. For example, iDrive's knob, crystal texture, diamond-shaped multi-curved surface cutting, luxury to nosebleeds; The decorative board under the iDrive knob is also super high-end and beautiful; For example, the suede material used in the center console and seats is also a top-level low-key luxury (suspected Alcantara, currently uncertain); Car stereos can be equipped with Bao Hua Wei Jian, and the standard is still Harman Kardon.

BMW iX is such an incomplete car, with incomplete humor, EV function, intelligent function and advanced function. However, this can't be said to be a criticism, because the fact is that iX is really humorous, intelligent and advanced, and its performance as an EV is excellent, but it is not thorough enough.

What's more, iX has done more in many hidden details. For example, 65,438+000% of batteries and storage batteries use renewable energy. To a large extent, this is the purest attitude of EV.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.