BMW says driving pleasure will survive the autonomous revolution

BMW has made it clear the “joy of driving” will remain a core value in its vehicles, even if they self-drive some of the time. Speaking at the Shanghai motor show, BMW’s head of product, Bernd Körber, emphasised that future models will embrace advanced driver assistance. But they will continue to deliver engaging experiences behind the wheel.

The Bavarian brand showcased its Vision Driving Experience (VDE) prototype. It is a quad-motor super-saloon based on the Vision Neue Klasse concept. While it is not going into production, plenty of its tech will turn up in the electric M3. 

BMW calls it “the fastest test bench in the world”, boasting 18,000 of torque, 1200kg of downforce and lateral forces of up to 3g. Evidently 98 per cent of braking operations can be achieved using recuperation. The VDE surprised onlookers in Shanghai with a run up a 55-degree ramp.

Körber said that even as automation becomes mainstream, BMW will remain loyal to its brand DNA. “While everyone is looking towards automation, why do we focus on driving? Because for BMW, it’s core to who we are,” he explained.

Körber argued that as cars take over more commuting duties, people will choose to drive for pleasure. Driving engagement, he said, will be even more important. “In boring situations like city traffic and commuting, people will want the car to drive itself. But when they decide to drive for fun, they’ll want a car that delivers,” he added. 

Körber drew parallels to China’s growing trend of leisure motorcycling. There riding is seen increasingly as recreation rather than pure transport.

The ‘Heart of Joy’ system, BMW’s new power and dynamics management unit showcased in the VDE, is central to this strategy. It promises sharper, more responsive handling across BMW’s upcoming electric range. 

BMW’s design chief, Adrian van Hooydonk, reinforced this vision, stating that even highly autonomous models will leave control firmly in the customer’s hands. “We want our customers to decide when they drive or when the car drives for them,” he said. “Our new Heart of Joy system will take handling to the next level.” 

The first production model featuring this new tech will be the next-generation BMW iX3, due for official unveiling at the Munich motor show in September.

In an industry increasingly obsessed with turning cars into rolling lounges, BMW’s Shanghai presentation served as a reminder that for some brands, emotional connection still matters. 

Körber summed it up: “The worst thing we could do is follow every trend and lose our identity. That would not be BMW anymore.”

BMW’s stance is different and its future products still take aim at driving enthusiasts. While the industry rushes headlong towards autonomous driving, not all companies are embracing it fully.