BMW Takes a Cautious Approach to Autonomous Driving Technology

BMW is taking a cautious approach to the deployment of autonomous driving technologies, prioritizing safety over speed in the race to market against competitors like Tesla. The German automaker currently offers Level 2 autonomous driving systems in most of its models, providing features such as lane-keeping and adaptive cruise control under driver supervision.

While Tesla has introduced its Full Self-Driving system, BMW is focused on developing a city-ready autonomous driving system that ensures the safety of its customers. Dr. Falk Schubert, BMW’s head of customer functions, emphasizes the importance of monitoring the market and competitors like Tesla while advancing their own autonomous technology step by step.

Safety, joyful driving, and smart features are the key principles guiding BMW’s development of advanced driver assist systems. The company is committed to gradual rollout and comprehensive testing to ensure the reliability and safety of its autonomous features.

The transition towards autonomous driving poses a challenge for BMW’s brand identity, which has long been associated with the joy of driving. The company is exploring ways to balance autonomy with driving pleasure while maintaining its brand image.

BMW is open to the idea of selling Level 4 and Level 5 autonomous vehicles in the future, but Dr. Schubert believes that such offerings are still a long way off. The company is currently focused on Level 2 and Level 3 systems, with the cost and technical challenges of Level 4 autonomy presenting obstacles to widespread adoption.

System maintenance, including regular cleaning and calibration of sensors, is a significant challenge for advanced autonomous driving systems. BMW is working to address these challenges while ensuring that any autonomous features are both financially viable and robust enough for real-world use.

The cost of introducing advanced autonomous driving systems remains a barrier for lower-end BMW models, with higher-end models like the 7 Series offering Level 3 autonomy at a premium price. Dr. Schubert acknowledges that customers in different price brackets may have varying willingness to pay for advanced driver assist features.

In conclusion, BMW’s approach to autonomous driving technology emphasizes safety, gradual rollout, and customer satisfaction. The company is navigating the complex landscape of autonomous driving while staying true to its brand identity and commitment to driving pleasure.