BMW decided to set the latest MINI EVs apart with a radical round display unit in the middle of the dashboard. The company calls it the 'Mini Interaction Unit.'
Like all manufacturers, BMW is trying to set its MINI EVs apart from the competition. Tesla was the first manufacturer to bring big displays with full-on computer UIs to vehicle interiors, and was in such a rush to beat the competition to that milestone that. But, the gamble paid off, and it managed to get the whole industry to accept large touchscreens . Now, everyone else has to both do what Tesla is doing, while also not just copying Tesla.
“We are taking a massive leap into the digital world with the new MINI family and, in so doing, underscoring the charismatic heritage of the brand. The iconic central display in the new MINI family is round and will be filled with round content for the first time. I am convinced that the digital power of the new models will delight MINI customers around the world,” said Stefanie Wurst, Head of the MINI brand.
Swiping up from the lower edge of the screen reveals a convenient “tool belt,” a familiar feature found on many consumer electronics devices. The tool belt allows users to store and quickly access their favorite functions, including navigation destinations and radio stations. Alternatively, customers can activate the tool belt using the star button on the multifunction steering wheel.
“MINI is a great fit for gamescom, because MINI is an experience and community brand. Last year, the MINI Concept Aceman was the focus of our presence.” said Stefanie Wurst, Head of MINI. “This year, we want to focus on the technical highlight in the interior of our new MINI family, our round OLED display, through a playful and digital experience. Science fiction as an ode to the future is the perfect setting for our innovations.
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