Summary of Key Points
BMW's new generation of in-car cockpit "brain" (domain controller) does not use the industry-standard high-end Qualcomm chips; instead, it opts for a less powerful Samsung chip. However, BMW has placed its bets on a feature that can function as a screen: the Panoramic Head-Up Display (P-HUD). This decision is not due to technological backwardness but rather a change in strategy. Instead of competing with Chinese automakers in terms of the number of screens or the computing power of chips, BMW focuses on driver safety by projecting information directly onto the windshield, eliminating the need for drivers to look down at screens. This choice also helps BMW save significant costs as it faces the price war in the electric vehicle market.
1. BMW Doesn't Overload with Chips: Turning the Windshield into a "Super Screen"
BMW's core innovation lies not in the chips but in the P-HUD (Panoramic Head-Up Display). Essentially, this technology projects navigation and speed information onto the lower half of the windshield, covering almost the entire width from the left A-pillar to the right A-pillar (with a projection length of over 1 meter). The resolution is 4K-level, and the contrast is so high that it can be clearly seen even with polarized sunglasses (thanks to BMW's unique nano-coating).
You might ask, "Isn't this just a head-up display?" The difference is that traditional HUDs only show a small area, while P-HUD provides a panoramic view, effectively turning the entire windshield into a large screen. Moreover, P-HUD can coexist with traditional HUDs, but BMW believes that P-HUD is so useful that it has retained the latter as an option for users who prefer it.
This approach is completely opposite to that of Chinese automakers, which tend to add multiple screens (dual-screen or triple-screen setups). BMW, on the other hand, prefers to utilize the windshield itself as a screen. The goal is clear: to prevent drivers from looking down at the central control panel and keep their eyes focused on the road for better safety.
2. Choosing Samsung Chips Instead of Qualcomm Isn't a Foolish Move: Cost, Image, and Demand Were All Considered
BMW's previous model used the Qualcomm SA8155P chip (now considered low-end). This time, it didn't upgrade to the more expensive SA8295P but instead switched to Samsung chips. Why?
- Cost Priority: The iX3 uses the Samsung V720 (an older chip from 2021), and the new 7 Series uses the more advanced V920. By using different chips for different models, BMW has saved a significant amount of money (estimated cost reduction of 50% compared to the previous generation).
- Avoiding a Sense of Being Outdated: Mercedes-Benz already uses the SA8295P, so if BMW had adopted it, it would have seemed more expensive and three years behind. Instead, BMW decided to take a different approach.
- Sufficient Demand: P-HUD only needs to reliably drive several high-resolution screens and doesn't require functions that consume a lot of computing power, such as large models or AI assistants. Although the Samsung V720's performance is not as strong as Qualcomm's, it is sufficient for BMW's needs. BMW believes that the core of the in-car cockpit is safety, not entertainment, so high computational power is not essential.
3. How Frugal is This Design?
If you take a closer look at BMW's domain controller, you'll find many cost-saving measures:
- Chips: The Samsung V720 (8-nanometer, 8-core A76 processor with a clock speed of 1.5GHz) has lower CPU, GPU, and AI performance compared to the Qualcomm 8155P.
- Storage: It uses UFS2.1 (which was phased out in smartphones by 2020), not the more advanced UFS3.x.
- Cooling: Air cooling is used instead of water cooling, which is cheaper.
- Components: Many functions (such as radio and audio amplification) are placed in external boxes, and there are empty solder pads on the PCB board for potential future upgrades, but for now, any savings are welcome.
BMW isn't incapable of making better components; it has simply re-evaluated its priorities. With the fierce price war in electric vehicles, material costs (BOM) directly affect competitiveness. Therefore, BMW focuses its resources on essential features like P-HUD and cuts corners wherever possible.
4. The Competition Between Two Approaches: Chinese Automakers Focusing on AI, BMW on Safety
There are two main approaches in the automotive cockpit space:
- Chinese Automakers' Approach: They compete by using high-performance chips (like Qualcomm 8295), large models, AI assistants, and multiple screens to make the cockpit more like a mobile phone, emphasizing entertainment and intelligence.
- BMW's Approach: They focus on providing clear visibility and safety by projecting information onto the windshield, reducing the need for drivers to look down.
From a purely technical perspective, BMW may seem behind, but from a product logic standpoint, it has chosen a different path. BMW believes that driver safety is more important than entertainment. Chinese automakers bet on intelligent interactions as the future trend. Only time will tell who will win. If users value safety more, BMW will succeed; if they prefer smart entertainment, then Chinese automakers will.
One thing is certain: BMW's decision is a pragmatic move in the context of the electric vehicle price war. It aims to innovate while controlling costs, as survival is the top priority.
Conclusion
BMW's seemingly counterintuitive approach reflects a difference in product philosophy: instead of following the trend towards higher computing power, it focuses on the essential needs of drivers. By using chips that are "sufficient" for its purposes, BMW has achieved lower costs and a safer driving experience. This is a strategy to adapt to industry changes. Let the market determine the outcome. However, it does show us another possibility: automotive cockpits don't necessarily have to be packed with the same high-end features as smartphones; they can also focus on what truly matters to drivers.