BMW Joins War Against Distracted Driving With Jet Fighter Technology

by Bertel Schmitt

Published: October 28th, 2011

bmw joins war against distracted driving with jet fighter technology

Having been on the road with Steve Lang who conducts his buy here, pay here business (“500 down and 50 a week!”) from a cell phone that appears to be surgically attached to his ear, I was longing for a heads up display fighter pilots have: Eyes on what’s ahead, and still masses of targeting information. We should have driven a BMW: A “full-color head-up display is optionally available for almost all series,” BMW tells me in an email.

LaHood take note: “A normal driver takes a whole second to read the speed indicator in the instrument panel or to glance at the navigation device,” BMW says. “Whilst the driver is distracted, that is without his or her eyes on the road, the vehicle covers a distance of around 14 metres when travelling in urban areas at a speed of 50 km/h – virtually a “blind flight.”

How about this: “Sorry, officer, as my contribution to the war on distracted driving, I just cannot look at the speedometer.” In an optionally equipped BMW, you won’t have that excuse.

The information is right in your field of vision, in living colors, courtesy of a translucent TFT (Thin Film Transistor) display, the image being transferred to the windscreen via specially shaped mirrors, and adjusted to look straight in the convex window screen.

#BertelSchmitt #BMW #DistractedDriving #HUD

Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

More by Bertel Schmitt

Comments

Join the conversation

2 of 34 comments

Darth Lefty on Oct 29, 2011

I'm pretty sure if I had this, I'd turn it off.

Like Reply
Fred diesel on Oct 29, 2011

No doubt. Do they still use the obnoxious red instrument lighting?

Like Reply

Recent Comments

SCE to AUX Range only matters if you need more of it - just like towing capacity in trucks.I have a short-range EV and still manage to put 1000 miles/month on it, because the car is perfectly suited to my use case.There is no such thing as one-size-fits all with vehicles.
Doug brockman There will be many many people living in apartments without dedicated charging facilities in future who will need personal vehicles to get to work and school and for whom mass transit will be an annoying inconvenience
Jeff Self driving cars are not ready for prime time.
Lichtronamo Watch as the non-us based automakers shift more production to Mexico in the future.
28-Cars-Later " Electrek recently dug around in Tesla’s online parts catalog and found that the windshield costs a whopping $1,900 to replace.To be fair, that’s around what a Mercedes S-Class or Rivian windshield costs, but the Tesla’s glass is unique because of its shape. It’s also worth noting that most insurance plans have glass replacement options that can make the repair a low- or zero-cost issue. "Now I understand why my insurance is so high despite no claims for years and about 7,500 annual miles between three cars.