BMW Tests Gamification for Greener EV Driving

BMW pilots demonstrate how smart nudges and gamification reduce the emissions of the EV and help to make it more energy-efficient.

BMW Group has shared positive outcomes of a group of digital pilots in the Netherlands, which applied gamification to encourage electric vehicle owners to adopt cleaner and more efficient driving behaviors. My Travels, MINI Artwork Challenge and COOL provided insight into the possibility of restructuring the mobility choice using behavior-driven insights, without making the choice less convenient.

The My Travels tool analyzed patterns of the trip and promoted the minimization of short-mile driving among BMW and MINI users. The participants reduced at least one of their short trips per week, which is indicative of a change of positive behavior.

The MINI Artwork Challenge was a pioneer in gamification, showing the growing traffic-based artwork when the drivers resolved efficient mode. This method increased the use of efficient modes by almost 60 percent and reduced the total power consumption by 7 percent.

A pilot COOL received real-time alerts when the grid was free of the least environmentally friendly energy, which accounted for 6 percent of the interactions related to low-carbon charging. The results of the surveys indicated that 73 percent of the users were open to time-shifting to a greener grid.

BMW claims that these results indicate that gamification and mobile insight can be used to help cities push towards cleaner transportation. The firm is currently evaluating broader implementation opportunities in order to integrate such digital gadgets into future BMW and MINI systems.

Intelligent data, smart prompts, and gamification will help BMW to proffer a more sustainable and eco-friendly EV ownership experience.