More information on the process and ideas behind it:
So far they only have three worldwide and aren’t sure what they’ll end up doing with the technology, but it looks pretty neat so far. I’m still unconvinced that this is ultimately more efficient than other means, but there is definitely a value in the emmersive customer experience of it. I’d say it also contributes to BMW appearing to be a technologically advanced brand, which must rub off on people choosing between — say — a 7 series or a Mercedes CLS Class.
Hat tip to BMW Blog for the original story.