Speech by Massimiliano Di Silvestre, President and CEO of BMW Italia - Press conference House of BMW

Our technology, our design, our values, beauty, innovation and digital as well as the sustainable and circular approach meet here the high-level human relationship in a refined, warm, welcoming and luxurious place. It is the place where the "on life" approach, capable of combining digital and human experience, can find an effective synthesis. It is an innovative space, an all-Italian concept, where Hi-Tech and Hi-Touch find their ideal combination. This is our way of preparing the way for the premium urban mobility of the future. And in fact, not surprisingly, we wanted to open this meeting with the video of the BMW iX Flow, the extraordinary technology that allows a car to change color, presented at CES in Las Vegas and applied for the first time, in an experimental phase, on the our newly launched BMW iX. With the BMW iX Flow we presented the perspective of an innovative technology that uses digitalization to adapt the exterior of the car to everyone's preferences. The surface of the BMW iX Flow can change hue at the request of the driver. The smooth color changes are possible thanks to a coating specially developed for the bodywork of the BMW iX. Through an electrical impulse, the electrophoretic technology brings different color pigments to the surface, making the body take on the desired color