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News & Insight

BMW & GoPro Have Partnered To Annoy Me

By Kishore Sawh on June 16th 2014

Gopro-bmw-idrive-racing-track-app-iphone-photography-videography-actioncam-4 If there was ever any doubt surrounding GoPro’s grip on the market and its staying power, their new venture, and I’m not speaking of the pending IPO, is sure to vanquish any notion that GoPro isn’t embedded into camera and action culture. Culture, itself, may be a reason for the resounding success of GoPro; it’s been suggested that the growing desire for mankind has to engage in extreme activities like skydiving, car racing or signing up for accounts on Ashley madison, is man’s response to the protective, well sign posted, peril-less lives our modern culture provides. We seek that thrill. I buy it.

Car racing is sure to be one of the occasions most engaged in and it’s not hard to see why. Dropping the hammer on the pedal to the floorboard and hearing deafening tyre roar and engine noise only thwarted and drowned out by the beat of your own heart, is a thrill that is relatively inexpensive, and while dangerous, is controlled. It also looks cool. So it’s not a wonder then, that car manufacturers have begun to install tech in cars to measure all sorts of metrics to make a driver feel racier, and that drivers are always keen to have their jaunts recorded. BMW though, has taken it all to a new height, and joined forces with GoPro to embed GoPro support and control right into their car’s systems.

Gopro-bmw-idrive-racing-track-app-iphone-photography-videography-actioncam-6

It’s done through an app, and the app has many advantages; it allows you to control the camera from the car’s dashboard and computer system, which makes it less finicky than tapping away at a GoPro itself. You are able to stream a live view from the camera wherever it’s mounted, and you’re able to change exposure settings. While you can change the settings of exposure through the Phone App connected to the car, through the car’s systems, you can set presets. Of course, you can also start and stop recording. The current limits to the system is that it can control only a single camera at once. Check out the video below from CNET to see it in action.

[REWIND: The Daily Show Mocks Google Glass Wearers and the ‘Discrimination’ They Face]

Thoughts

It’s cool. It’s very cool, and already I’m annoyed that it exists. The thing is, you’re not going to find a middle aged or older man engaging in GoPro antics. You won’t find this on a 5 or 7 series most likely, which means you’re really only likely to see this being used on the 4 series and down. That means the demographic will likely be younger, and that means a bunch of well-to-do, hormonally spiked guys with no discernible car control, experience, or restraint will undoubtedly be using this stuff on the road and be dangerous. I live in Miami, which is like a vacuum for just this sort, and avoiding a teen in a BMW is like trying to avoid rain drops in a storm. Damn you, BMW.

Sources: CNET GoPro

About

A photographer and writer based in Miami, he can often be found at dog parks, and airports in London and Toronto. He is also a tremendous fan of flossing and the happiest guy around when the company’s good.

Q&A Discussions

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  1. Matt Walsh

    I want to hate on this but I just can’t. I think of how cool it would be to drive up the coast with this and not have to worry about mounting or putting it away every time you stop for a meal.

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  2. Trevor

    GoPro cameras have been used for quite some time on cars in the SCCA racing circuit. Which is primarily middle aged men having fun with their expensive toys. BMW likes and promotes this kind of racing and I am quite sure that is what this feature was intended for.

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    • Kishore Sawh

      Oh I’m in total agreeance with that Trevor, but what it’s intended for doesn’t limit what it’s actually used for.

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