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BMW’s app: Are you compatibile with an electric car?

April 21, 2011

Are you EV-ready?

German automaker BMW is deciphering consumers’ driving habits to determine whether or not they are compatible with an electric car by introducing a mobile application that tracks the miles they drive per day.

The BMW app is a test for target consumers for BMW’s next car, ActiveE, out in the fall. The app is available for Android and Apple customers.

“The main anxiety we faced when we brought out the first electric car, the Mini E, is that people were unsure whether or not an electric car was a good fit for them,” said Aaron Singer, product manager for electric vehicles for BMW, Woodcliff Lake, NJ.

“However, 96 percent of trips in the U.S. are less than 100 miles a day,” he said. “Many consumers do not realize that they are actually pretty compatible with and can work with an electric car.”

The ActiveE, a four-door sedan, will accelerate from 0-60 mph in under nine seconds. It has a driving radius of 100 miles.

This is the first electric vehicle to demonstrate BMW characteristics and zero-emissions benefits of driving an electric vehicle, per BMW.

App habits
Customers can use the app by entering their ZIP code and other information which can help EVolve determine a consumer’s transportation habits.

bmw-evolve-app

Screen grab from the app

Drivers can turn on the app to let it know that they have begun driving, and can either press park when they are finished driving or let the app sense the lack of motion and let it stop itself.

Consumers can divide their trips into categories such as commute, joy ride and errands to help keep track of their daily ventures.

“As BMW and other luxury auto manufacturers venture into the EV arena, they will discover that the education process for shoppers considering EVs is the primary initial hurdle,” said Scott Forshay, regional sales director at Digby, Austin, TX.

“To allay concerns around newer technologies, there is a significant amount of dispelling conventional wisdom that needs to occur in a consultative manner,” he said.

“The EVolve app effectively presents a day in the life perspective of EV ownership, addressing concerns such as battery charge for daily use while illustrating the positive environmental impact of EVs versus conventional vehicles.”

App users can also input this data online at http://www.bmwactivatethefuture.com.

bmw-evolve-app-2

Screen grab from the app

Although the concept is the same for online users, the app is much more accurate. Moreover, the brand did not want to exclude users who do not have smartphones, per BMW’s Mr. Singer.

Electric sparks
In addition to helping customers decide whether or not an electric vehicle is a solid choice for them, the EVolve application will help BMW engineers learn about the car, customer preference and what needs to be improved.

When BMW launched its first electrive car, MiniE, consumers who tested it offered tips and suggestions about the model and electric cars in general.

The EVolve application has tips from these pioneers that aid BMW engineers as well as the public that is considering buying an electric car.

The ActiveE will be out in six target markets on the West and East coasts starting this fall.

BMW is encouraging prospective consumers to head to the forum to give their opinions to better the EV experience for future consumers.

“The app will ultimately drive people to the activate the future forum for discussion and data aggregation systems and it provides a different way to get this concept to people that we wouldn’t be able to otherwise,” BMW’s Mr. Singer said.

Final Take
Rachel Lamb, editorial assistant on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.