BMW Hybrid/EV Gamification
Plug-in hybrids, a vitally important bridging technology on the road to electromobillity, offer drivers the ability to alternate between fully-electric and conventional driving modes according to their every day needs. The BMW Group will now incorporate Gamification in an effort to highlight the benefits of doing just that — being in an “electric mode” when on city streets. By using a fun and creative game-based approach, BMW has introduced a pilot project that encourages motorists to switch more frequently to electric mode. To this end, an app uses geofencing technology and a point system as added incentive, where prizes could redeemed and the environment could be protected — both at the same time! What is your motivation?
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A pilot project takes root….
As part of a pilot project dubbed “Electric City Drive” and presented in collaboration with the City of Rotterdam, customers who drove a BMW or MINI plug-in hybrid within a defined area of Rotterdam received a message on their infotainment display that they switch to electric. The game-based approach added to the fun and offered an incentive, with drivers earning a point for every kilometer driven on electric power within the project area.
Even those outside the defined area earned points, and rewards were also given for charging the vehicle battery, with participants receiving a point for every 10 percent charging status. Prizes and the knowledge they were helping the environment were among the incentives.
This pilot project brought forth the fact that plug-in hybrid vehicles not only improve quality of life in cities, but they can help change individual driving behavior for the better. The gaming approach is icing on the cake and has prompted BMW to continue to evaluate the use of such methods in helping bring forth the benefits — and acceptance — of electricmobility.
This game-based approach to sustainable mobility incorporates gaming elements, such as badges and points, into every day processes and helps to encourage longer, more regular usage of electric mode, most notably in the city. It is a fact that electric mode is ideal for short distances, stop-and-go traffic and similar situations and also lowers fuel consumption while improving air quality. The benefits don’t stop there! Regular charging can also help the environment, most notably if loads such as heating and air-conditioning systems can be primed before leaving during charging.
Plans don’t stop there….
Next year, BMW has planned to equip all plug-in hybrid models with a standard function that will automatically switch the vehicle into electric mode whenever it enters an area for emissions-free driving. While this may not get much traction in the United States due to government-mandated electrification that is less pervasive than Europe or China, the change will target a sizable chunk of the brand’s global market.
An “eDrive Zone” is something BMW sees as the next logical step for their hybrid vehicles. This type of feature would allow the cars to operate in environments that would otherwise be closed to them, thus broadening their market appeal. The zone would involve the government marking out regions that they no longer want ICE vehicles to have access to.
The overall goal is for drivers to give preference to electric drive as often and as much as possible. Through the point system, competition comes into play, with gaming elements keeping customers invested while encouraging desired behaviors.
But at this point, it may be too early to tell how effective the point system will be. The plan, as of now, is to use the points to encourageBMW customers to save on battery power and integrate rewards with the Drive Store. Like with any reward system, Gamification helps drivers increase learner engagement, make the process of learning fun and interactive, improve knowledge absorption and retention and enhance the overall learning experience for all age groups, among other benefits.
Another test run…..
BMW also wrapped up a pilot with DOVU which offered a tokenized rewards system to encourage drivers to track mileage on their leased vehicles. In addition to the mileage data collection that will still be manually input by motorists, a DOVU token wallet app was used as a incentive for drivers to take a snapshot of their dashboard at a specific time each week.
Testing the outcome….
During the pilot projects, the BMW Group did its due diligence by testing the various incentives and rewards offered. Initial findings in their research showed that, regardless of the type of reward, participants drove around 90 percent of the distance they covered within the defined area on electric power.
In a nutshell, electricmobility remains a strategic focus of the BMW Group, with the company reaching a significant milestone in 2017 of delivering more than 100,000 electrified vehicles to its customers worldwide. In addition, sales have increased overall with various hybrid models. That is not surprising being that BMW is considered a pioneer in electromobility.
A look at the hybrid
BMW’s first pure battery-electric series produced, the BMW i3 has been on the market since 2013 and features LifeDrive architecture complete with a carbon-fibre passenger compartment and an aluminum module for the drive train, battery and suspension. It is an impressive example of a plethora of innovative technologies, all of which work well together. Other hybrid models include the i8 as well as the 3, 5 and 7 series.
These cars start by default in the Auto eDrive setting. In this mode, BMW works like a hybrid where the gasoline engine and the electric motor work together in a perfect balance of performance and fuel efficiency.
In general, these vehicles are great for city driving in that they do not emit as much greenhouse gas and generally run on cleaner electric power. They also boast increased fuel efficiency.
With a push for fun and interesting ways to incentivize motorists — while keeping the environment safe — BMW continues to be a leader. The game-based approach is not only enjoyed by drivers, but helps to create safe and sustainable driving habits. Got game? BMW has it covered!