BMW iX gets a CES makeover, including color-changing exterior and a truly enormous movie screen

BMW is taking its first electric SUV to the next level with a color-changing exterior, a theater-like screen in the backseat, and an enhanced audio experience from world-renowned composer Hans Zimmer. The $84,000 electric car will soon come out with extra features available in the coming year and beyond. 

At the CES tech conference on Wednesday, BMW broke down how riding in BMW’s iX electric compact SUV will be the “ultimate digital experience.” 

That phrase — a play on BMW’s older “ultimate driving machine” slogan — is how BMW’s design director Adrian van Hooydonk described a series of new features coming to the newest electric BMWs. The most noticeable will be apparent at first glance if it’s in use: a color-changing paint job. 

The new EV is taking E Ink, or electronic ink, that you find on e-readers like the Kindle and using it on sections of the wrapped car exterior. It’s been dubbed “BMW iX Flow” and the design team called it “truly magical.” It uses ​electrophoresis, which uses electric currents to move molecules, or in this case, digital ink.

For now, the color-switch capabilities are very monochromatic, ranging from black to white to gray, so it’s more about the patterns and designs that could be programmed onto the car. But BMW reps seemed confident that eventually more, well, colorful options could be added. 

With the digital ink, the car can become super personalized or — on the flipside — super informative. BMW floated possibilities like low battery alerts, or warnings about other maintenance issues that would appear directly on the car’s surface. For now, the Flow exterior is more about showing what’s possible.

Movie time for the car.
Credit: BMW

When it comes to the “ultimate digital experience” inside the car, BMW is partnering with Amazon to include Amazon Fire TV integration in the infotainment system. That programming is viewable on an ultra-wide 31-inch, 4K display that folds down into the backseat from the roof of the car. The lighting will be adjusted for optimal movie watching for the “Theatre Screen.” It’ll be remote- and touch-controlled, with controls built into the back doors, as Daniel Rausch, head of Amazon Fire TV, explained in a call. You can download content ahead of time for Fire TV’s first high-resolution vehicle viewing experience. Amazon Fire TV (which comes with Alexa voice control) was also announced Wednesday as the media player in upcoming Stellantis cars, which includes the Jeep Grand Cherokee and Chrysler Pacifica.

If these features have you running for your checkbook, know that the mind-boggling exterior is just an idea of how to shake up paint colors. As for the massive movie screen, BMW and Amazon Fire TV vaguely noted it’ll appear in a new BMW sometime soon. There wasn’t anything more on timing — or pricing.

As for where Hans Zimmer, composer for recent films like Dune and Wonder Woman 1984 fits in, BMW has also created several “sonic experiences” for the electric i4 sedan first and then by the end of this year for the iX. Through an over-the-air software update, compatible cars will receive the sonic experiences. 

It’s worth noting that BMW has teamed up with Zimmer in a similar way before, having hired him to create the start-up sound for BMW when it first got into nearly silent EVs.

The sonic experiences are meant to deliver situationally appropriate soundscapes to the outside world. For instance, when “sport mode” is enabled, there’s a big sound to make up for the lack of engine and revving noises. “Efficient mode” is more muted, with Renzo Vitale, BMW’s creative director of sound, calling it a “pure, sustainable experience.” Other modes include “relax” and “expressive.” 

Set the mode, set the mood.
Credit: BMW

When BMW’s signature “sky lounge” setting is enabled, the sun roof opens up and a light show plays, along with yet another Zimmer sound experience. 

BMW is going all in on “ultimate digital experience” at CES this year, both in and out of the EV.