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]