And because of this, the company is now also able to bring a couple of features to market that it has long talked about.

Perhaps most notable is the update to the program that allows you to subscribe to specific hardware features that may already be built into your car but that you didn’t activate when you bought the car — like heated seats or advanced driver assistance systems.

The company started offering some features like active cruise control with stop and go functionality, a high beam assistant and access to the BMW IconicSounds Sport.

Among the other new and updated digital services the company showcased today is support for Apple’s new ‘Car Keys,’ which BMW brands as the BMW Digital Key, as well as an updated BMW Personal Assistant.

One nifty new Assistant feature is a kind of IFTTT for your car, where you can program it to automatically roll down your windows when you enter your company’s parking garage, for example, so that you can easily scan your badge to open the boom gate

Other updates include the new BMW Maps, the company’s built-in GPS system, which the company described as a ‘major leap.’

This cloud-based service can now find routes faster, has more granular traffic data and also includes the ability to find parking spaces for you — and that parking feature itself is based on a lot of work the company is doing in aggregating sensor data from across its fleet, which already covers and maps close to 99% of the German highway system once a day in HD

Speaking of maps, the company, which is still in the middle of the roll-out of its hybrid-electric vehicles, also announced today that its hybrid fleet will make it easier for drivers to find charging stations and will automatically switch to electric driving when they enter low-emission zones in 80 European cities, with support for additional cities coming over time