Article Summary
- The data is collected only when a specific trigger event occurs that is relevant for the further development of driving functions.
- BMW obtains the data through the vehicle’s cameras and sensors. The recording lasts for a maximum of 120 seconds.
- Data collection will only be possible with vehicles equipped with the new iDrive X infotainment system.
Before you bring out the pitchforks, BMW is not secretly collecting data without the owner’s consent. Using data recorded by customer vehicles requires your approval to allow onboard cameras and sensors to capture relevant information. While collecting data from a personal car may seem like an invasion of privacy, it won’t be forced on owners.
The idea behind BMW’s new campaign is to accelerate the development of its safety and assistance systems. Although the new iX3 features the latest ADAS, there’s always room for improvement. By harnessing data from customer cars, BMW can further fine-tune the technology with one goal in mind: safety.
How does it work? The car isn’t monitored around the clock but instead on an event-driven basis. When a predefined use case is triggered, image and video data are automatically recorded for up to 120 seconds. BMW says it captures footage of vehicles, pedestrians, cyclists, and other objects, including nearby street signs and buildings.
Vehicle parameters are also recorded, such as GPS position, speed, steering angle, and brake pedal input. Weather and lighting conditions are stored as well, along with license plates and vehicle lettering. Faces and license plates captured by the cameras are automatically blurred directly in the vehicle before any data is transferred. However, BMW may share the information with third parties:
“In individual cases data may be shared with carefully selected development and technology partners, other manufacturers. We may share collected data, including video recordings, with carefully selected third parties, including development and technology partners. These partners will use the data exclusively for their own development and research purposes in the field of assisted, connected, partially automated and autonomous driving functions.”
Data collection is only possible for vehicles equipped with iDrive X, of which there are currently two. BMW recently began deliveries of the iX3 and will start shipping the i3 sedan in the second half of the year. The 7 Series facelift, debuting this month, is also part of the program, alongside the next-generation X5, arriving this summer. This indirectly confirms that both the sedan and SUV will use the new iDrive.
The data collection campaign kicks off today in Germany for customers who have already taken delivery of the second-generation iX3. It will gradually expand to the European Economic Area, which includes all 27 European Union countries plus three non-EU states: Norway, Iceland, and Liechtenstein.
While this may sound complex and sensitive from a privacy standpoint, it ultimately serves a clear purpose. If you’re uncomfortable sharing vehicle data, you can simply opt out of BMW’s safety research initiative.
