BMW Banks On Unique Tech Advancements to Attract Customers

BMW is betting big on its unique innovations, such as colour-changing technology, to attract customers in a fiercely competitive market.

The BMW iX Flow concept's E Ink technology allows the car’s exterior to switch colours electronically based on the driver’s preference. This colour-shifting capability is achieved through a specially designed body wrap made of electrophoretic film, containing millions of microcapsules.

Each capsule holds positively charged white pigments and negatively charged black pigments. By applying an electric field, different pigments rise to the surface, altering the vehicle’s colour.

The adaptable exterior colour can also enhance the vehicle’s efficiency. For instance, a darker shade can absorb more solar heat in cold weather, while a white exterior helps keep the car cooler in hot conditions.

At the 2025 Automotive News Europe Congress, BMW’s research engineer for open innovations, Stella Clarke, shared the challenging journey behind the development of the iX Flow’s E Ink tech.

Clarke, who spearheaded the project, revealed that the initial goal was to create a functional feature to enhance vehicle efficiency. The idea almost didn’t come to fruition, she noted. In fact, the colour-changing technology failed multiple times and nearly didn’t survive. Persistence paid off, however.

Initially, the E Ink technology was limited to switching between white, grey, and black shades. At CES 2023, BMW unveiled an enhanced version capable of displaying up to 32 colours with dynamic, multicolour patterns.

Currently, BMW’s colour-changing technology remains a concept and is not yet available in production vehicles.

As niche as it may sound, BMW plans to rely significantly on such gimmicky features to allure more customers in an increasingly challenging space.

Also read: Xiaomi Speeds Up YU7 Electric SUV Launch Amid Buzz