BMW is developing a program that will allow businesses to deliver in-car advertising to drivers through their vehicles’ navigation systems.
The BMW Group research and technology project, dubbed ‘Virtual marketplace of the future’ is being developed as a potential new feature of the German car maker’s ConnectedDrive system.
Steering clear of the word ‘advertising’ in its release, BMW says the goal of the research partnership with software manufacturer SAP is to “develop solutions for context-adaptive, personalised filtering of large volumes of real-time offers generated by location-based service providers”.
The app, implemented in a BMW 7 Series development vehicle, allows drivers to set their preferences for customised filtering of services and offers.
For example, as a car recognises it is reaching its navigation destination, it can request parking information and receive data about availability and fees. The app displays recommendations based on the driver’s inputs and allows a location to be reserved and selected as the new destination in the navigation system.
BMW says the results of the project could see future navigation systems suggest the best spots for cheap coffee, and sales at food, fashion and appliance stores. It’s unclear if BMW stands to gain financially from the app by allowing businesses to directly target its drivers with advertisements.
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