BMW i8 Technology Filters Down to Mainstream Models
BMW is extending advanced features from its i8 sports car to more affordable models, with head-up displays, surround view cameras and LED headlights now available as options across the range.
BMW is promoting the spread of its flagship i8’s technology to mainstream models, using a US advertising campaign to highlight features that are no longer exclusive to its £100,000-plus hybrid sports car. The campaign, launched in September 2014, draws attention to options like head-up displays, surround view cameras and adaptive LED headlights, which are now available on models such as the 3 Series, X3 and 5 Series.
BMW i8 features available on 3 Series, X3 and 5 Series
The first advert in the campaign, "Looking Forward", focuses on the i8’s full-colour head-up display. For the 2015 model year, this system is available on the 3 Series saloon as part of the £3,150 Technology Package or through the Driver Assistance and Driver Assistance Plus packages. This brings the same digital speed and navigation projection from the i8 to a much broader customer base.
A second advert, "Eyes Everywhere", highlights the i8’s surround view camera system, which gives a 360-degree panoramic view around the car. The 2015 X3 SUV can be specified with this feature via the £2,850 Driver Assistance package. This system is aimed at improving parking and low-speed manoeuvring, taking a technology once reserved for the i8 and making it accessible to family SUV buyers.
The "Change" campaign spot draws attention to the i8’s adaptive LED headlights. These are among the most advanced lighting systems BMW offers, with fully adaptive beams and high energy efficiency. For 2015, the 5 Series can be ordered with the same system as part of a £1,900 Lighting Package.
BMW’s strategy: innovation across the range
BMW’s decision to advertise the trickle-down of i8 technology reflects a broader strategy to reinforce its reputation for innovation, not just in its flagship models, but throughout the range. The national campaign is designed to show buyers that features once exclusive to a high-priced halo car are now within reach on more accessible models. This approach echoes previous moves by BMW to introduce advanced driver assistance and infotainment systems across its line-up, as seen in earlier equipment updates.
Which models get which features?
| Feature | i8 | 3 Series | X3 | 5 Series |
|---|---|---|---|---|
| Head-up display | Standard | Optional (Technology Package) | Not listed | Not listed |
| Surround view cameras | Standard | Not listed | Optional (Driver Assistance) | Not listed |
| Adaptive LED headlights | Standard | Not listed | Not listed | Optional (Lighting Package) |
