A new device from BMW appears on Flickr, Google Video and bmw.com: It plays DVDs, has a colour display and saves energy. The device is constantly changing shape. What exactly is it?A few carefully made blog comments which started the hype. Wild speculation and heated discussions took place all over cyberspace from engadget to digg. Some of the users started to get close to being correct. Target-group oriented positioning of the new BMW 1 Series models as part of the plug-in-and-play culture. The new BMW 1 Series is to driving what the iPod is to music.