00:05As a designer, it's a privilege to carry such an icon into the future.
00:13For five decades, the BMW 3 Series stands for sporty driving pleasure,
00:19unmistakably attractive design and continuous progress.
00:23It represents the very essence of what BMW has always stood for.
00:29It's a dream car.
00:30Two of my uncles were driving the new 3 Series E21 and it just catched me when I saw that
00:36car the first time.
00:37All these details, this shark nose, really a sporty car.
00:45The new BMW i3 shows how we continue this legacy and take it forward.
01:03For generations, the BMW 3 Series has evolved while staying true to its character.
01:09How has the new BMW i3 embodied that in its exterior design?
01:14Well, the BMW i3 really represents the new BMW form language.
01:19At the same time, it has to be instantly recognizable as the new BMW 3 Series.
01:25If you would have three terms, I would say dynamic, intelligent and confident.
01:30And that's what you see already in the proportion, this kind of dynamic, forward-leaning, two-and-a-half box
01:36design.
01:37So, really compact with short overhangs, emotional surfaces, so really on point.
01:44The front end of the BMW i3 shows a fresh interpretation of the BMW face.
01:51It gives the car a really unique character.
01:54And what we achieved is to kind of really keep that forward-leaning shark nose,
01:59a strong horizontal emphasis, and that sculptural value on the bonnet,
02:03which really emphasizes the BMW logo.
02:11As we move along the side, Oliver, what creates this sporty look?
02:16First of all, the silhouette is modern, and at the same time, recognizable as a BMW.
02:22The next step is, what do we do with the surfaces?
02:26We were working with really reduced and calm surfaces.
02:29There's this shoulder line, we call it, together with that line.
02:32Those lines are running parallel, but they're slightly leaned forward,
02:37ending up in our wheel arches, the muscles.
02:43From the rear, what details carry the 3-series character?
02:48Well, if you start from the center, you see there's this little valley,
02:51as you have seen it in the front, the perfect stage for the BMW logo.
02:56From that, the taillights, horizontal-oriented,
02:59a typical L-shape, extended into the side.
03:03And that really kind of emphasizes the visual width of the BMW 3-series.
03:10Inside the new BMW i3,
03:13the Neue Klasse influence is clear,
03:15and it feels sportier and more energetic.
03:18It's fitting perfectly the sedan character.
03:21And I can also see that taking center stage
03:23is the new BMW panoramic iDrive concept.
03:31And that really stands for the BMW typical drive orientation.
03:35I see.
03:35By the way, did you know that the first drive-oriented cockpit
03:39was introduced with the very first 3-series?
03:42Oh, I didn't know that, really?
03:43And now we redefined it once again,
03:46because we want you to feel in comfort and always in control.
03:51And that's through the best drive orientation,
03:53enabled by the user interaction concept
03:56and a harmonized interplay of geometry, materials, and light.
04:04And it still feels like a true 3-series cockpit.
04:08Absolutely.
04:09When you sit here, you feel this sporty dynamic approach.
04:13Looking from the door into the dash, you feel that wraparound.
04:17A little detail here, this angle which kind of emphasizes
04:20that leaning forward dynamic.
04:22Just like the outside.
04:23Exactly.
04:24What we've seen in the exterior.
04:25And it ends up into a really lightweight dashboard.
04:30Exterior design, interior design, color and material,
04:34light, sound, the digital world,
04:38all comes together and is interconnected.
04:43Claudia, can you explain to us what we are seeing here?
04:46We are bringing the different samples
04:49and different combinations together here for the BMW i3.
04:53The inspiration out of nature is something we thought about
04:57from the very early beginning.
04:59We have a very strong and bold geometry,
05:02but at the same time we also reduce a lot.
05:05We have a calm interior and we have a lot of playground for us
05:09to play with colors and materials and to bring the nature
05:12into the car through colors and materials, textures,
05:16structures inspired by nature.
05:18Like this warm tone right here.
05:20For example, exactly.
05:21This is Castaner, which is a beautiful warm color,
05:24supports this feeling of a comfortable and warm interior.
05:29At the same time we have a new crane.
05:30You have seen it already, right?
05:31It's beautiful. It really catches my eye.
05:33It's so calming.
05:34Yeah.
05:35It's inspired by the forest.
05:36Yes.
05:37If you had to pick one,
05:38which would you say catches your eye the most for the i3?
05:42The i3 is a very sporty car
05:43and I personally love sporty cars.
05:46So we have created a new exterior color.
05:49Le Castellet Blue, a very strong and bold color,
05:52and especially for example with the white.
05:56So the color material design team has developed a completely new leather-like,
06:02but vegan material called Viganza in a way that the light can shine through.
06:07And we have created a beautiful graphic,
06:09which highlights the power of innovation for the BMW i3.
06:16Nowadays, light plays an important role in our design process.
06:22Through the symbiosis of light and geometry,
06:26the BMW i3 series really comes alive
06:29and connects all different design disciplines to each other.
06:33For us, it's a really immersive experience.
06:38Oh, everything is changing.
06:41It's pretty nice, right?
06:42Nice.
06:43Well, I like that we emphasize the kidney grille with light.
06:46It really represents the essence of the BMW exterior.
06:50Yes, actually the contour light now literally frames the sensors,
06:54the intelligence in the front end.
06:56It's designed to see and to be seen.
07:00Absolutely.
07:02The role of the kidney grille has evolved over time.
07:05From a decorative air intake to a hallmark of BMW design,
07:10mostly highlighted with chrome.
07:12But today we focus on light,
07:15because it gives us more opportunities to stage it.
07:18It's so cool that the car reacts to us.
07:21Yes, it is.
07:21And actually, depending on your mood,
07:23you can change between three different settings.
07:26Relaxed, which is our calmest greeting,
07:28where the light flows gently from the inside out.
07:32Balanced is our default version,
07:34where we capture the energy from the outside,
07:37moving to the center and waking up the whole front end.
07:41And excited is the most expressive version,
07:44where we use asymmetrical light movement
07:47to enhance our light icons in a dynamic way.
07:50So which is your favorite?
07:51Of course, excited.
07:53I knew it.
07:55And as the door opens,
07:58the interior comes to life as well.
08:02Here we speak of an orchestration.
08:05Light, sound and the digital user interface
08:08play together to welcome you inside the car.
08:13Inside the car.
08:14How do light, sound and the overall digital experience
08:17come together to enhance my driving?
08:19Well, for us at BMW, it is always important
08:23to create the best atmosphere for you as a driver.
08:27A good example is if you click here in the Sport mode,
08:31you see different information at one glance,
08:33so that you have a better situation for a dynamic drive.
08:37We change the color set to orange and black,
08:40because we know that this sharpens your concentration.
08:43At the same time, we reduce the interior light
08:46so that the floor light turns off,
08:49because we want, of course, your attention directly on the street.
08:53And we enhance the acoustic feedback,
08:57and that helps to have a perfect situation for a dynamic drive.
09:01And you can get that experience with one button.
09:04Yeah, what's for sure is you can really feel the power
09:07and the focus in here.
09:08Thank you, Christian.
09:09You're welcome.
09:20So, Thun, how do you like our new 3 Series?
09:24I love it.
09:25It's so fascinating to see how two worlds come together.
09:28The BMW 3 Series and the Neue Klasse.
09:30And it's completely new.
09:32Yet, it reflects the very essence of BMW projected into the future.
09:38Very nice.
09:39Since it's here, why don't we take a ride?
09:41Let's do it.
09:42Let's do it.
09:43Let's do it!
09:44Let's do it!
09:47Let's do it!
09:49Let's do it!
09:50Let's do it!
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