Technology Test Drive: BMW 750i Puts Information Superhighway on the Highway
El Segundo, Calif., September 17, 2009—Critics long have bashed BMW’s flagship 7 Series for being so loaded with bells and whistles that it offers more confusion than real utility to drivers. However, iSuppli Corp.’s Automotive Infotainment Usability Test Drive of the model year 2009 750i reveals BMW has greatly improved ease of use, making its industry-leading set of technology features more accessible to motorists.
The BMW 750i is one of the most technology-loaded cars among comparable luxury sedans sold in the United States, according to iSuppli’s Automotive Technology Index. Of the 28 infotainment features covered by the Index, the 750i integrates 24, as presented in the attached table. And because the 750i integrates two rear video screens, its score is actually boosted to 25. In comparison, the No.-2 ranked model on the scorecard—Cadillac’s CTS—sports only 22 technologies.
“The BMW 750i’s new navigation and connectivity platform, along with its refined iDrive interface, make it easier for users to access information and control systems,” observed Mark Boyadjis, analyst and regional manager, automotive, North America at iSuppli. “Other innovations, like the Google-powered BMW Search and the on-board owners manual, further enhance the overall appeal of the car’s capabilities and increase its usability. Meanwhile, the 750i is staying ahead in the technology race with the first car OEM offering in-vehicle Internet access in some parts of the world.”
Cogito ergonomic sum
In terms of ergonomics, BMW has hit the nail on the head with the 750i.
One major step forward is the refinement of the car’s iDrive system. BMW’s iDrive is an interface system for control of most secondary vehicle systems, such as climate, audio, navigation and communications. iDrive combines an LCD panel on the dashboard with a controller knob mounted on the center console.
“The new iDrive location, to the right of the shifter as opposed its previous position between the shifter and the driver, increases comfort and usage for both driver and front passenger,” Boyadjis said. “However, it is the addition of seven hard keys that truly make the new iDrive more useful, not to mention the revised graphical user interface.”
Other new features promoting usability include the on-board owner’s manual, a center stack display with an industry-leading 10.2-inch, 1280 by 480-pixel resolution, and a high-resolution instrument cluster display. In addition, the new 7 Series features standard BMW Assist telematics, now with BMW MyInfo, and BMW Search powered by Google.
The 750i gains connectivity
BMW is the first OEM to offer in-vehicle Internet access. This feature is—for the time being—only available in parts of Europe, and not in North America. The function allows BMW users with the right ConnectedDrive subscription to freely browse the Internet from the vehicle’s headunit or RSE system. Because of many reasons, BMW has not been able to bring the function across the pond yet, but sources report that it’s only a matter of time now.
In the meantime, BMW North America has introduced BMW Search, an off-board local search service powered by Google. Using BMW Assist telematics, users are able to insert search terms and get real-time Google-reported results directly on their navigation screen. It, in effect, eliminates the need to update on-board Point of Information (POI) data.
“While iSuppli’s test drive revealed a few flaws in the Google listings, in terms of wow-factor, BMW Search is a hit,” Boyadjis said. “Users will revel in the fact that they can ‘Google’ in their car, and likely will broadcast that fact to their friends and family.”
An owners manual for the 21st century
The 2009 BMW 7 Series is the first vehicle in the world to offer an on-board computer-based owners manual. This feature comes pre-installed on the 750i’s Hard Disk Drive (HDD) and is accessible through the iDrive user interface. At any time, users can view in-depth information on any number of topics, including everything from navigation and adaptive cruise control, to checking the oil and transmission status.
The data includes detailed text explaining the specific feature and most features offer pictures to complement their information. Some more complex features, like the lane departure warning system for example, include select video clips that the user can play directly on the navigation system. The only drawback iSuppli could find was that the feature was not accessible while driving, although that was undoubtedly for safety reasons.
Technology masterpiece
“We cannot speak about the 7 Series without mentioning its prominence as one of the world’s most technologically advanced vehicles,” Boyadjis said. “From start to finish, the 2009 BMW 750i performed valiantly under iSuppli’s test gauntlet. The iDrive has been improved vastly, both from a physical and graphical standpoint. The voice recognition has improved and is slotted for another enhancement at the end of the year and the connectivity into the vehicle has been enhanced to a point where no car has gone before.
“But the simple fact remains: In order for all of this technology to be compelling, it must be as intuitive as possible to operate while driving, so as to not hinder safety. Some of the features seemed to need another look by BMW’s engineers, but on the whole, the 7 Series is the best combination of feature, function and usability available on the market today. Unfortunately, it’s also an $80,000 investment—at minimum.”
For more information on this topic, see iSuppli’s new report, entitled: 2009 BMW 750Li – Infotainment Usability.
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