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BMW: Newfangled Idea

Former Today Show hosts Katie Couric and Bryant Gumbel joined the all-new BMW i3 for its 2015 Super Bowl spot. The 60-second spot harkens back to the pair's bewilderment over the Internet way back in 1994, before cutting to the revolutionary electric Bimmer, which elicits a similarly perplexed reaction. It's a clever spot for BMW, tying its perhaps misunderstood EV to another formerly unfamiliar piece of tech. We're no strangers to the i3, but if you are, check out our detailed review on the electric hatch.

BMW, Mercedes ponder challengers to Uber

With autonomous vehicles seemingly just on the horizon of actually arriving to consumers, companies in the auto industry are already thinking about how the innovations could radically change how they do business. For example, BMW and Mercedes-Benz are considering a time where they might transform into ridesharing companies, according to Reuters. It almost sounds like the sci-fi motoring world Bob Lutz is predicting. The German brands foresee a future where some people hail their driverless cars like taxis and use them for short trips. The automakers could run those fleets, essentially making them Uber competitors. In fact, Tesla is reportedly mulling the idea, and Google might be, too. Alternatively, ridesharing services could buy the companies' models directly. "New mobility concepts will emerge with autonomous vehicles, which are robot cars. Fleet management will become a much more significant business," Peter Schwarzenbauer, BMW board of management member in charge of Mini, said to Reuters. With BMW's DriveNow and Daimler's Car2Go car-sharing services, both automakers are already experimenting with alternative ways to get their vehicles on the road. It's not too hard to imagine one of the brand's peppering a few autonomous cars into those fleets someday to test these new theories in the real world. "The ability to use a car, and then walk away is a serious business," Ian Robertson, BMW's head of sales and marketing, said about the future of driverless tech to Reuters. Related Video:

Rinspeed previews Budii concept ahead of Geneva show

Every year Frank Rinderknecht and his team at Rinspeed come to the Geneva Motor Show with another fantastical concept car, and next year's will be no exception. Though the show may still be several months away, the Swiss outfit is already giving us a glimpse of what to expect. Rinspeed's latest project is called the Budii, and it aims to "redefine the relationship between man and machine." As you might have guessed, that means driverless technology. Specific details at this point are limited, but the design calls for an electric vehicle with an adaptable cabin featuring drive-by-wire steering wheel. That wheel can swing out of the way to the center of the dashboard or to either side, should driver or passenger (as blurred as those rigid concepts become in this case) wish to take control. Beyond that we don't know much at this point, but the image above seems to indicate it'll be based on the BMW i3. Meanwhile the long list of partners and suppliers suggest it'll feature a design by Mansory, a Harman infotainment system and a Carl F. Bucherer analog clock embedded in the dynamic dashboard. 2015 Geneva Motor Show Rinspeed exhibits "Budii" at the 2015 Geneva Motor Show: "We need to redefine the relationship between man and machine" As far as Swiss automotive visionary Frank M. Rinderknecht is concerned, the breakneck speed of technical developments forces us to redefine our relationship with the automobile. The farsighted Swiss says: "Until now, what we have primarily associated with auto mobility was freedom and individuality. And - consciously or unconsciously - we are prepared to pay a high price in many regards for these privileges. We need only look at the accident statistics." Autonomous driving undoubtedly offers the opportunity to drastically diminish some of the drawbacks of private transport. For example, the number of traffic accidents could drop worldwide. But although it will be less prone to err than humans, even the best technology will not be perfect. "That is something we will have to accept," believes the boss of Rinspeed, the Swiss automotive powerhouse of ideas.