The German automaker introduced the iX Flow at the CES (Consumer Electronics Show) Technology conference this month that features new “E Ink” technology that can alter the vehicles. Also featured at the event is the new in-car 31-inch “BMW Theatre Screen” produced with Amazon Fire TV that is expected to appear in future production vehicles.

The fluid color changes, seen in the above video, are made possible by a specially developed body wrap that’s similar to the material used in an Amazon Kindle E-Reader that’s tailored to the contours of the all-electric vehicle.

Though it’s not expected to show up on a production car anytime soon, it’s a first step in what BMW hopes is a choose-your-color “personalization” quest that future car buyers can someday take for granted. With the tap of an accompanying smartphone app (at least in BMW’s demo) the SUV shifts from black to white and back again in a few seconds. You could change colors to further express yourself, to help the car better regulate temperature on a hot or cool day, or have your iX visually tell you information like the amount of battery left in your car.

Since a white surface reflects light and a black one generally absorbs heat, the E Ink coating could help the iX conserve energy. “In an all-electric car, changing the color in line with the weather can therefore also help to increase the range,” BMW claims. The iX, set to release early this year, is currently advertised a 324-mile range.

So far, the color-changing palette is limited to only the monochromatic spectrum — you know, black, white, and every shade of grey in between. But BMW says it’s hard at work on advancing the tech to include other colors. In the meantime, seeing it happen right before your eyes is impressive enough.

The “BMW Theatre Screen” is far closer to production, BMW officials said. It includes a 31-inch panorama display in 32:9 format with smart TV functions and a resolution of up to 8K. The screen comes down from the vehicle’s headliner to display in the rear row.

“We develop immersive, digital experiences for sheer driving pleasure. In Theatre Mode, the rear of the interior is transformed into a private cinema lounge,” Frank Weber, a member of BMW AG’s board of management, in a statement. “With the 31-inch display, 5G connectivity, 8K resolution, surround sound and individual streaming program, an unprecedented experience is created that sets new standards for in-car entertainment.”

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