“Time” is the ultimate luxury, believes BMW image

The world’s largest premium automaker, owner of the namesake brand but also the parent company of the ultra-luxurious Rolls-Royce brand sees time as one of the most important luxuries.

Ian Robertson, BMW board member for sales and marketing believes that today the auto industry in general and BMW in particular is finding new technologies to award motorists more time. “We are seeking more time, and our customers are wanting more time,” he commented during the 2015 Automotive News World Congress. The executive points out to BMW’s introductions in the sector using technologies and systems such as the active cruise control, traffic jam assist, applications that can inform about the traffic in real time, remotely warm the car or even clear up the windshield when frozen by sub-zero temperatures.

One of the most important innovations BMW has developed to save time for the owner of the car is the self-parking feature showcased as a concept in a vehicle displayed during the Consumer Electronics Show earlier this month – the research car could use laser light to find a space and park itself. That means the driver can leave the car and be on his merry way while the vehicle parks itself, later on calling it back from the exact same spot. And Robertson admits that BMW’s ultimate goal is to develop “highly automated” models that can take up the not so fun driving situations – such as traffic jams. According to the executive, today the auto industry is “in good shape and moving forward,” putting in place the technologies that would drive it forward in the months and years to come.

Via Automotive NEws Europe