Garmin does already have a similar item on the marked, which is completely GPS-based. This could be a rebranding of one of those, but it seems like this is connected to the car somehow, as you can get the fuel gauge and outside temp. (with warnings) up. I would really like to see some more information about this and how it works.
Garmin HUD:
The graphics seems to be better on the BMW version, but it could just be the next gen. of the same item or something.