The media presentation was held in conjunction with the Consumer Electronics Show and featured a BMW M4 and Z4.

The “Digital Art Mode” was first unveiled with an example of how changing the color of lighting in the vehicle would also coincide with the vehicle’s sounds. The change is meant to create a more sensory experience that can be experienced by all drivers, regardless of whether they are artists or not. However, there were various examples of how this would work with various layers of art. The first example showed how motion graphics could be displayed on the car’s display that corresponded to changing colors in the vehicle, like a painter might see their different paint brushes as separate colors.

An array of LED lights covered the cars' exterior, allowing them to produce light shows that can be synchronised with music played through the radio.

Drivers would be able to interact with their car via apps such as the BMW Art Guide, which could give them information on where to find specific works of art and how much they cost.

Said BMW's head of digital business, Patrick Klinger: "Digital Art Mode represents a new high water-mark for our ConnectedDrive services”.

"By harmonising exterior lighting with music and other contents from the car, we are giving people a whole new way to experience beauty and art."

If it's well-received, The Art Guide will become available for other BMW models in 2022.

As part of the tech innovations currently being introduced at CES 2022, the German automaker unveiled plans to use art as a way to offer drivers a new holistic experience.

Switching on Digital Art Mode, everything from the car's powertrain, steering, cabin lighting, graphic display and sound is synchronized to accommodate a more sensory ride.As the first automaker to introduce digital art into vehicles, BMW is once again leading the way in automotive innovation.