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"I M THE FUTURE" - The BMW M cockpit of the future

A closer look at the cars of the BMW M GmbH shows especially in the interior that the differentiation between vehicles of the BMW AG and those of the BMW M GmbH is decreasing. The problem thereby is that the core values, like the positive association with motorsports, are indeed technically fulfilled, but are disregarded in design. This is damaging the brand image. The slogan “Uncompromisingly different” should also be reflected in the interior design. The goal of the Thesis “I M THE FUTURE” was therefore the development of a trend-setting concept for a BMW M cockpit with the focus on steering wheel and interface, which meets requirements of a high performance car in creative as well as interactive regard, combines the traditional influences with futuristic visions and enhances the origin of the BMW M GmbH in motorsports again.