CES is the perfect place to debut daring new technology, like BMW's mixed reality concept iNext. But it's less about the car than the technology that goes into it, BMW Designworks President Holger Hampf told Cheddar on Monday. "CES has a very open audience and people tell you very honestly what they think about what you show to them. The car in and of itself is not the primary object of concern or discussion but it is really how you kind of how you manage to integrate technology and mobility into your space," Hampf said.