Core Insights - BMW Group is set to officially implement its long-developed Horizon panoramic display technology in new generation vehicles, transforming the entire windshield into a display interface that surpasses existing HUD experiences [1][2] - The technology features ultra-close projection, achieving a panoramic display effect from A-pillar to A-pillar, with a display area of 40 inches, supporting 4K quality output and a contrast ratio of 100,000:1 [1] - The core of this technology lies in a patented nano-black coating that effectively eliminates reflections and glare, ensuring display effectiveness in complex lighting environments [1] Technology Development - BMW's involvement in HUD technology began in 2003, making it the first European manufacturer to introduce heads-up display technology in mass-produced vehicles [1] - The company applied for a patent for the panoramic display technology in 2021 and launched the BMW Panoramic Vision Bridge concept in 2023, indicating a systematic advancement based on a long-term technological strategy [1] User Experience and Research - BMW's China R&D team initiated usability studies in 2020, with over 1,180 users participating and more than 4,700 hours of interview research conducted [1] - The BMW SkyLab Human-Computer Interaction User Experience Research Center completed three years of digital validation work, training algorithms based on anonymized data from 6 million Chinese users [1] Design and Market Implications - The technology employs a "visual cone" design concept, layering critical information such as driving, navigation, and alerts according to the natural line of sight, reducing the frequency and time of visual focus switching for drivers [2] - The introduction of panoramic display technology reflects intensified competition in the smart cockpit sector of the automotive industry, significantly expanding the information display space compared to traditional HUD technology [2] - BMW plans to launch the first new generation SAV model equipped with the panoramic iDrive system by 2025, considering technological maturity and market demand for smart cockpit innovations [2]

宝马认为，创新绝非技术的堆砌，而是以适合且只适合宝马的方式创造用户价值。 汽车产业的周期性波动，结合电动化和软件定义汽车（SDV）趋势的加速，为所有参与者带来了新的 挑战和机遇。 对于那些拥有深厚历史积淀的传统豪华品牌来说，这是一个转型升级的黄金时期。他们可以将长期积 累的优势转化为面向未来的创新动力，同时积极应对一个加速变化的市场，特别是来自本土新兴力量 的竞争。其中一大课题是如何在这样的竞争中保持自身稳健的发展步调与独特的品牌价值。 宝马集团给出的答案是 "新世代"（Neue Klasse）。2025 年的上海国际车展，成为宝马展示 "新世代" 阶段性成果的重要舞台，不仅带来了 Vision Neue Klasse X 概念车的中国首秀 ，还重点发布了全新一 代 BMW iDrive 系统以及专为中国市场深度定制的全新操作系统 BMW Operating System X 。此外， 宝马还通过展示其核心技术 "驾控超级大脑"（Heart of Joy）的性能，强调了智能化对驾驶乐趣的提 升。 宝马新世代概念车家族。图源：宝马中国（左右滑动查看） 不堆砌参数，宝马如何用智能再次激活 "驾驶乐趣"？ 宝马的核 ...