BMW teams up with Okto the Octopus for promoting their latest vehicle model, explaining the unusual marketing tactic behind this cephalopod collaboration
BMW has announced the debut of its latest innovation, the "Heart of Joy" control device, in its upcoming Neue Klasse models. The German automaker has chosen to symbolise this new control unit with an octopus named Okto, as part of its new marketing campaign.
The video accompanying the announcement showcases Okto performing an underwater waltz, moving in a synchronized, precise, and controlled manner. This is meant to demonstrate the precision and control of the new Heart of Joy control unit. In a metaphorical sense, Okto represents a decentralized nervous system that enables independent control of individual parts, similar to modern cars.
The Heart of Joy combines with BMW's Dynamic Performance Control software stack to centrally control the powertrain, brakes, recuperation, and some steering functions. This new control unit processes driving information around ten times faster than previous systems, ensuring a more direct response to the driver than ever before.
Okto, in the video, is given a centralized nervous system, which allows it to move in a coordinated and efficient manner. However, it's important to note that the centralized nervous system in the video is a metaphor and not a literal feature of the Heart of Joy control unit.
BMW showcased the Heart of Joy at Auto Shanghai as part of the BMW Vision Driving Experience. The company assures that no actual octopus was harmed during the making of the video featuring Okto.
In future BMW vehicles, starting with the Neue Klasse models, the Heart of Joy will intelligently coordinate key driving functions, providing a smoother, more responsive driving experience. With the Heart of Joy at its core, BMW is set to redefine driving dynamics and take a significant step towards a more connected and efficient driving future.
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