Munich. BMW Group and Swiss start-up AirConsole have collaborated to develop a solution for in-car gaming in a remarkably short time. Since July, BMW drivers and passengers have been able to play computer games on the vehicle’s Curved Display during breaks, using their smartphones as controllers. This feature is being introduced with the launch of the new BMW 5 Series and will be gradually offered for other models*. This successful partnership demonstrates the effectiveness of BMW’s venture client model, which emphasizes rapid integration of start-up technologies throughout the organization.
BMW’s unique collaboration approach
The BMW Startup Garage operates under a venture client model where founders retain their shares in their company and BMW serves as a customer rather than an investor. “The Startup Garage promotes the integration of state-of-the-art startup technologies throughout the entire organisation,” says Toni Plöchl, Startup Manager R&D at BMW. BMW provides support to start-ups with its expertise in exchange for quick access to new ideas.
Anthony Cliquot, CEO of N-Dream, the company behind AirConsole, emphasizes the efficiency of this collaboration: “It was impressive how quickly we were able to work with the BMW research department as a result of the BMW Startup Garage. This was the only way to get the AirConsole solution for in-car gaming from a prototype to a BMW series feature as quickly as possible.”
BMW also benefits from this model. Plöchl explains, “Thanks to the venture client model, the Proof of Concept was completed in record time. This proves the agility and effectiveness of our approach.”
Record number of projects and future plans
Last year, the venture client unit completed 32 pilot projects with leading start-ups. Since the establishment of the Startup Garage, 20 start-ups have become regular suppliers after successful pilot projects.
In-car gaming with AirConsole is the first development project that has made its way into production models, allowing customers to experience it directly in their vehicles. Other implemented projects include automated driving on the factory premises to increase logistics efficiency. BMW collaborates with start-ups Seoul Robotics (South Korea) and Embotech (Switzerland) for this project.
Plöchl announces the goal to surpass the current record number of pilot projects with startups by 2023. Start-ups focusing on in-vehicle experiences and other aspects of mobility digitalization, such as in-car gaming, can apply to the venture client program at any time. Furthermore, BMW plans to expand its international activities, particularly in the United States. BMW already has Tech Offices in Mountain View and Greenville, but the cooperation with the BMW Startup Garage is also possible in other Tech Office locations around the world.
* Ex works: BMW 7 Series, BMW iX, BMW i4 from production 07/23; BMW X5, BMW X6, BMW X7, BMW XM, BMW X5 M, BMW X6 M from production date 08/23. Other BMW models from the mid-size class upwards will follow gradually. Further vehicles that can be updated to BMW Operating System 8.5 at a later date via Remote Software Upgrade include: BMW 7 Series from production date 07/22; BMW iX from production date 03/23; BMW X5, BMW X6, BMW X7, BMW XM, BMW X5 M, BMW X6 M from production date 04/23.