"We've taken on a new perspective in designing the UX. Pushing the display closer to the street will help drivers make quicker decisions, which will make it easier to keep your eyes on the road." - Christian Bauer, head of digital and UX at BMW.
BMW isn't the first to eliminate the dash cluster and instead project it onto the windshield, but it is an interesting move for a company with the tagline 'Ultimate Driving Machine,' which has historically had drivers prefer classic dials and gauges in the dash.
Weber said the new set up is no longer like having a video screen in your car, but rather an added layer of augmented reality that keeps driver and car more connected to the road.
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