The 8 Series: A Car The Blind Can Enjoy, Too

BMW's latest 8 Series commercial puts legally blind Swiss author Michael Fehr behind the wheel.
By Daniel Smith
Cover photo: via Serviceplan Suisse / BMW.

The new 8 Series is one of the more striking-looking vehicles BMW has revealed in recent years. The expansive grill, the muscular hood, the sleek silhouette.

But the V-8 engine also happens to put out 523 hp and 553 lb-ft of torque, taking it to 60 mph in 3.6 seconds. That isn't the kind of stuff you're going to have to see to understand, which is the angle BMW's aiming for with its latest commercial.

The Bavarians let Swiss author Michael Fehr — who'd never driven a car since being born 95% blind — get behind the wheel of the 8 Series and put it through its paces. The result is an emotive telling of the physical sensation of driving a high-performance grand tourer.

BMW's calling it "The 8 Experience", which seems as good a way as any to describe driving at over 100 mph with no idea what's in front of you. Despite how terrifying that whole idea sounds, Fehr claims he "felt no fear" — which is probably more than can be said for the guy over the radio frantically telling him to stop.

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