• Dec 31, 2006
Click image to enlarge

If you follow the "read" link your eyes and ears will be under full assault as BMW hypes up a soon to be released gizmo. What is it? We're a bit baffled, but according to the trailer it has the ability to play MP3s, DVDs and CDs, has USB and Bluetooth connectivity, can recognize voice commands and has a 65,000 color LCD. But alas, no nav.

We're still a trifle confused as to why an automaker would begin producing personal electronics, but then again, BMW has a tendency to throw the occasional curve ball, with its products and marketing tactics.

Until it's released in Mid-January 2007, we're just going to call it the "Highend," since that's the only discernable thing we could see in the URL.

A few more images are posted after the jump.


Click images to enlarge


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 22 Comments
      • 8 Years Ago
      My only guess would be that this device could plug into iDrive-equipped vehicles for full functionality of all of its aspects. - like music storage, bluetooth, et cetera

      I DO NOT think it is the launch for the US 1-series (or !-series as BMW would want you to believe), because this site is on the international page for English of BMW, and the 1 is already sold in English speaking countries abroad.

      WHATEVER THIS DEVICE IS, IT HAD BETTER NOT HAVE ANY MICROSOFT JANUS DRM BULL THAT IT PROBABLY WILL HAVE. A SIGNIFICANT PERCENTAGE OF BMW OWNERS HAVE APPLE MACINTOSHES AND THAT WOULD BE RIDICULOUS - IF THEY DO SO, THEY CAN SAY GOODBYE TO THEIR SALES TO RICH COLLEGE STUDENTS IN A HEARTBEAT!
      • 8 Years Ago
      A new i-Drive, take cover!
      • 8 Years Ago
      This is probably some sort of device that will initiate BMW's foray into bluetooth and in-car wi-fi networking.

      The device is only half the puzzle. The other half will be some sort of ISP that lets you chat via voice, be a media hub and hopefully replace the i-Drive.
      • 8 Years Ago
      @Neal M.

      Good call I never noticed that it was on the world site. Guess I'm not as good of a sleuth as i thought i was...

      Well this should be interesting.
      • 8 Years Ago
      It's just a marketing thing, the first two pics make no sense for a gadget, why does the first pic have a control knob without a screen and two camera's, but has a eject button on the side. The second pic looks like window controls with a tweeter or camera on the top, and the thirst just looks like buttons for the center console
      • 8 Years Ago
      Wow people, how can you not realize that its BMW's device for world domination!!

      I for one welcome our BMW-overlords!
      -PS can I get a M5?
      • 8 Years Ago
      Gross: BMW now uses the 'Arial' font. They ought to be ashamed. (See the letter "R").

      * http://www.flickr.com/groups/anti-arial/
      * http://en.wikipedia.org/wiki/Arial#Controversy
      • 8 Years Ago
      Actually, in the theme of Borat, its a 'pu**y magnet', and also doubles as a Gypsy killer (no need to possibly wreck your hood or crack your windshield.)
      • 8 Years Ago
      iPhone
      • 8 Years Ago
      you fools its obviously the new BMW Flux Capacitor.
      • 8 Years Ago
      And it seems likely from the video that either there are multiple devices or these are just teaser graphics rather than being any actual device. This would make sense, the first image displayed in this article seems to be some sort of weirdly anthropomorphized digital camera with music-player buttons for the mouth and some sort of iDrive button for a nose. They'll probably come out with a BMW version of the Verizon "Chocolate" phone, uglified by Bangle, trying to do everything and doing nothing well.
      • 8 Years Ago
      In the theme of Austin Powers, its the Shagulator device that makes all women horny for you when in the Bimmer.
    • Load More Comments