BMW is charting a different course from rivals by moving away from the industry trend of large pillar-to-pillar infotainment screens, instead introducing a Panoramic Vision display that projects information across the windshield just below eye level.
Stephan Durach, BMW’s Senior Vice President of UI/UX Development, said the approach reflects the company’s longstanding focus on driver orientation. “It’s not only a huge screen with a lot of information,” he told reporters. “We’re really trying to prioritize and give you the right information at the right point in time, at the right location.”
The display is designed to establish a clear hierarchy of information without overwhelming the driver. Unlike Porsche and Mercedes, which have embraced dashboard-wide screens, BMW argues its solution keeps drivers better connected to the road. “We have our panoramic vision in the middle, on the line or in front of the driver, where you can really build up an information hierarchy…you don’t have to look down. It’s always in your vision,” Durach said.
BMW also introduced a “silent mode” that switches off most on-screen elements for a minimal, distraction-free cockpit. “If you’re really building, you know, a huge screen in the car, pillar to pillar, then you lose completely a certain orientation for the driver,” Durach added. “It’s a completely different story.”
The automaker believes its new system enhances focus, reduces fatigue, and offers a “perfect interpretation” of a driver-engaging cockpit, even as much of the industry continues to pursue bigger and more immersive in-car screens.
Source: BMW Blog