I bet for a real product.

me too..
it looks cool..
(and to think my parents almost bought this car :/)

If you look closely, the only info Google Maps sends is an address which the BMW Assist systeem seems to recognize, then the onboard system just calculates a route..

A frightening thought: what if spammers get hold of the e-mail address of your BMW? Aaargh..

You need a system to identify on you Navigation System.

(Updated the post with more info from Vittorio!)

Looks Real, but if this is a BMW thing, how does Google Maps know the email address is for a car? It comes up saying 'Message sent to car' so unless BMW and Google have done a deal it LOOKS fake although it could just be an idea and they put the 'Message sent to car' to make it look better.
If it is real, the 'updated' email function looks good.

(Added another update to the post)

BMW assist is BMW's "On-Star" like system that is used for emergency's as well as they have a service sort of like a concierge where you can make reservations etc.

Also at the end where it has the BMW logo, goes to show that it should be real, as that is something they do after each "official" BMW ad. Hope this helps.