另外，宝马整体性方案的提出源于深刻的用户洞察，其基础是全世界近3000万车主的驾驶数据，其 中包括超700万中国车主，还有数十年来在无数场汽车赛事中收获的极限控制与调校数据。宝马从全世 界2200多万辆互联宝马汽车的数据中洞察用户场景和偏好，将其注入到新世代产品的设计开发中。其全 新电子电气架构以4台高性能计算机为核心，其中自主开发的驾控超级大脑通过高速数字神经网络，实 现车辆动态的全盘思考与毫秒级响应。 对宝马而言，新世代不仅是一款车，更是BMW品牌在设计、技术和理念上的重大飞跃。它拥有全 新设计和划时代技术集群，采用全新设计语言、全新电子电气架构和高度集成的超级大脑、全新数字化 体验以及全新电力驱动系统和电池技术，定义宝马集团、BMW品牌和下一代BMW车型的未来。 智能交互方面，BMW首创全景iDrive，以"视觉锥"设计分层呈现驾驶辅助信息，打造"驾驶至上"的座舱 体验； 极致操控方面，驾控超级大脑与动态性能控制系统配合，实现动力、制动、转向的高效集成，确保任何 场景下操控流畅； 全场景智驾辅助则通过智能驾驶辅助超级大脑整合分散功能，算力提升20倍，介入时与驾控系统无缝配 合，做到"看得清、判得准、控得 ...

Core Insights - The automotive industry is experiencing intense competition in the field of intelligent driving solutions, with BMW redefining smart driving through its new generation models that focus on interaction, control, and driving assistance as a holistic solution [1][2][4] Group 1: Intelligent Driving Vision - BMW's new generation models embody the company's vision for intelligent mobility, emphasizing the seamless collaboration of smart interaction, control, and driving assistance to enhance the driver's experience [2][4] - The concept of "BOOST" and "EASE" introduced by BMW aims to provide an ultimate driving experience while reducing the burden of driving through advanced assistance systems [2][4] Group 2: User Insights and Data Utilization - The development of BMW's holistic solutions is based on deep user insights derived from nearly 30 million global car owners' driving data, including over 7 million from China [4] - This data encompasses the evolution of driving assistance systems and infotainment systems, which informs the design and development of new generation products [4] Group 3: Technological Innovations - The new generation models feature a next-generation intelligent electronic architecture, with four high-performance computers acting as the "super brain" responsible for core user functions [5][9] - The "Driving Control Super Brain" is developed in-house by BMW, integrating power and chassis control for efficient management of core functionalities [5][9] - The "Intelligent Driving Assistance Super Brain" consolidates previously dispersed functions into a single high-performance unit, enhancing computational power by 20 times compared to previous generations [8][9] Group 4: User Experience and Interaction - BMW's innovative interaction design, including the panoramic iDrive, is essential for a safe and enjoyable driving experience, creating a unique human-machine interaction that prioritizes the driver's needs [7][9] - The new generation models represent a significant leap in design, technology, and philosophy for the BMW brand, featuring a new design language and advanced digital experiences [7][9]

关注 「电动车公社」 和我们一起重新思考汽车 就在前两天，小鹏汽车发了一条微博： "这个行业很久没有眼前一亮的变化了，改变从现在开始！" 言外之意，小鹏即将和华为联合搞个大的。这一下激起很多网友遐想，什么"投华一念起，刹觉天地宽"的调侃层出不穷 。 不过，这所谓的"改变"其实早就透题了： 双方即将针对 HUD 展开合作！ 果不其然，在第二天的小鹏汽车发布会上， 就官宣 小鹏 G7 将首发搭载 "追光全景"抬头显示 ，该技术由小鹏汽车与华为乾崑智能联合打造。 简 单来说， 小鹏和华为的合作，是 前者负责软件，后者负责硬件， 针对 AR-HUD 普 遍存在的不足，进行优化和创新。 目标也非常明确，剑指"世界上最优秀的汽车抬头显示系统"。 那么，HUD和HUD之间到底有啥不一样？会不会彻底改变未来的座舱生态？ 今天，我们就来好好聊一聊。 01. 为啥要革HUD的命？ 老规矩，聊技术前先来个名词解释：所谓 HUD 就是 Head Up Display ，直译 "抬头显示"。 它的本质，就是把仪表盘上的信息以光学投影的形式投到风挡玻璃上，从而 让驾驶员更多地直视前方，大幅减少低头看仪表盘次数，以提升安全性 的一种新 技 ...

Group 1 - BMW announced the launch of its next-generation smart cockpit system "Panoramic iDrive," which will be featured in its first new generation SAV model, enhancing its competitive edge in the high-end automotive market [1] - BMW has been a long-time leader in heads-up display (HUD) technology, having introduced it to mass production vehicles in Europe in 2003, and has continuously innovated since then [1] - The new "Panoramic iDrive" system will expand the display area to 40 inches, ensuring that both drivers and passengers can access critical information without blind spots [1] Group 2 - The smart cockpit has become a key battleground for automakers, with BMW's HUD technology evolving from physical knobs in 2001 to a complete technology matrix that includes five-dimensional interaction and zero-level interaction [2] - The introduction of the Panoramic iDrive is expected to strengthen BMW's technological moat in the high-end market, particularly in key markets like China, where localized data research may provide a competitive advantage [2] - The global HUD market is projected to exceed $13 billion by 2030, with a compound annual growth rate of 18%, indicating significant growth potential for companies involved in the supply chain related to this technology [2]

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]

出品丨虎嗅汽车组 作者丨肖漫 头图丨宝马官方 去年，宝马研发投入达到91亿欧元，创历史新高。据宝马称，大部分的研发资源和技术成果都将倾注在宝马明年将在中国量产的"新世代车型"。 新世代是宝马CEO齐普策定义的宝马公司转型的第三阶段。 转型方案的第一步是 i 品牌所代表的"Project i项目"，第二阶段始于同一款车型上推出搭载不同驱动技术的产品，提供多元的动力选择，在前两个阶 段，宝马的转型还不够彻底，一些车型还是"油改电"，智能化做得也不好，但新世代车型会搭载宝马过去几年卧薪尝胆后做的全新技术和产品，呈现 一个全新面貌的宝马。 早在2021年，齐普策宣布2.0版"三步走"转型方案时就这么说："对我们来说，'新世代'构成了彻底重新思考汽车的核心……以电动出行为先的原则，我 们正在革新产品的基本逻辑，并将其与全新的汽车架构相结合。" 今年上海车展，新世代首发亮相驾趣概念车，这也是我们第一次足以近距离探视宝马未来的底牌。 宝马亮剑 在车展亮相前，宝马就以一场动态驾控秀展现了宝马新世代概念车的性能，直接上演54°的极限爬坡挑战。 对于智能座舱，宝马认为，智能人机交互不是将过度的数码电子化产品塞进车内，不是车里的屏 ...

Core Insights - BMW has reached a record high of €9.1 billion in R&D investment, focusing on the "new generation models" set to be mass-produced in China next year [1] - The "new generation" represents the third phase of BMW's transformation strategy, which aims to rethink the core of automotive design with an emphasis on electric mobility [2][11] - The company is facing significant challenges in the Chinese market, with a 17.2% year-on-year decline in sales, indicating a need for strategic adjustments to regain market share [12] Group 1: Transformation Strategy - The transformation strategy consists of three phases: the initial "Project i" for electric vehicles, followed by models with diverse powertrains, and culminating in the new generation models that incorporate advanced technologies [1][2] - The new generation concept car features a distributed four-motor system capable of delivering 18,000 Nm of wheel torque, enhancing performance and stability [8] - BMW's approach to intelligent cockpit design emphasizes a balance between physical controls and digital displays, aiming to improve driver focus and interaction [10][11] Group 2: Market Position and Challenges - BMW's sales in China have been significantly impacted, with the company selling 155,000 vehicles in Q1, marking a 17.2% decline, making it the largest single market for sales drop [12] - The luxury car market in China is increasingly competitive, with local brands redefining luxury standards through advanced technology and features [12][16] - BMW's strategy to counteract these challenges includes a "car sea" tactic, planning to launch over 40 new models globally in the next three years to cover various market segments [12][16] Group 3: Localization and Technology Integration - BMW is focusing on deep localization in China, incorporating mainstream technology solutions and collaborating with local firms for software and battery development [16] - The company has established three software companies in China to enhance vehicle software development and customer experience [16] - BMW's new generation operating system X has 70% of its source code developed and optimized in China, reflecting a commitment to local market needs [16]

图片来源：宝马官方 "将智能座舱搬到舞台上，除了宝马，还有谁？这种大胆前卫的设计，很有科技感，也很宝马。"在2025 上海车展宝马展台上，笔者听到多位参观者如此说道。 采用"巨幕影院"的形式对外展示BMW新世代超感智能座舱，可以很直观地让观众近距离、沉浸式感受 到宝马在智能座舱上的创新设计理念。 对于这个划时代的智能座舱，宝马集团技术运营开发高级副总裁史蒂芬·杜力赫先生表示："BMW新世 代车型的创新不仅体现在车辆外观上，在操作系统和交互技术细节等方面都有飞跃式的进展。最新推出 BMW首创全景iDrive及BMW操作系统X将带来划时代的人机交互体验，把经典设计与创新科技完美结 宝马集团技术运营开发高级副总裁史蒂芬·杜力赫 友商争相效仿 从最开始BMW新世代概念车发布时，宝马就开始逐步对外透露其在智能座舱上的一些划时代创新技 术。 2025 CES上，宝马正式对外公布了BMW首创全景iDrive，涵盖了四大交互"黑科技"：行业首创的视平 线全景显示、全新3D抬头显示、超感智控方向盘以及BMW首创向心中控。 合到一起。" 图片来源：宝马官方 其中，视平线全景显示是宝马自主研发的超近距投影平视显示技术，它的出现直接 ...

Group 1 - BMW has introduced a new generation of intelligent electronic architecture and three groundbreaking technologies: BMW Panorama iDrive, the industry-first BMW Driving Control Super Brain, and revolutionary cylindrical batteries [1][3] - At the 2025 Shanghai Auto Show, BMW showcased three new generation concept cars along with the intelligent super sensory cockpit and the new generation operating system X, highlighting its advancements in intelligence and electrification [1][3] - The new generation models emphasize a human-centered approach to technology, aiming to enhance customer satisfaction and create value [3][5] Group 2 - The BMW new generation super sensory cockpit allows consumers to experience the BMW Panorama iDrive and the locally optimized operating system X, showcasing a driver-centric design and innovative interaction experience [5][6] - The operating system X is highly customized for the Chinese market, with 70% of its source code developed and optimized in China, including nearly 100 localized features [5][6] - BMW's AI strategy is built on principles of safety, fairness, and responsibility, integrating AI technology throughout the entire value chain [6] Group 3 - The first China-exclusive new generation model, the BMW iX3L, has begun testing in Shenyang, with plans to meet Chinese consumers next year [7][9] - The strategic importance of the Chinese market in BMW's global innovation landscape is increasingly recognized, with a commitment to innovate at Chinese speed [9][10] - BMW is entering a new phase of collaboration with Chinese partners to drive high-quality development in the automotive industry, with AI being a key area of focus [12][13] Group 4 - BMW has established the largest and most complete R&D network outside Germany in China, with three software companies dedicated to vehicle software development, seamless customer experience, and enterprise IT solutions [13] - The company believes that success in global markets requires not only attractive products but also deep engagement in local markets [13] - BMW's innovative technologies showcased at the Shanghai Auto Show signify the beginning of a new era for the brand [13]

Core Insights - BMW Group is showcasing over 30 new models from its brands BMW, MINI, and BMW Motorrad at the 2025 Shanghai Auto Show, with the highlight being the new generation driving pleasure concept car featuring advanced technologies [1][3] - The new generation models represent a significant leap in design, technology, and philosophy for the BMW brand, marking a milestone year for the company [3][6] - The first model from the new generation is set to be mass-produced overseas this year and in China next year, with the first China-exclusive model being the BMW iX3L [3][6] Technology and Innovation - The new generation models will incorporate a new electronic architecture, panoramic iDrive, a super brain for driving control, and large cylindrical batteries, showcasing BMW's commitment to electric and digital advancements [1][6] - BMW plans to launch over 10 new models in China in 2025 and more than 20 models, including new generation vehicles, between 2026 and 2027 [6] - The new generation is not just a vehicle but a comprehensive representation of BMW's innovative approach, integrating advanced design, technology, and user experience [6][7] AI and User Experience - BMW is enhancing its vehicles with smart technologies, including the introduction of the "giant cinema" version of the BMW new generation intelligent cockpit at the auto show, providing an immersive user experience [9] - The company has over 600 AI applications globally and plans to integrate the DeepSeek feature into several new models sold in China this year [9][10] - BMW's new generation operating system X is developed with insights from its Chinese R&D team, optimizing user interaction based on extensive research into local consumer habits [10]