BMW has recently the options list for its X6 SUV to include a backlit radiator grille. Today, the 5 Series received the same option.
In the USA, the new grille costs $614. By default, it reacts to the car owner locking or unlocking the doors, but you may turn the backlighting on and off whenever you want.
BMW is not the first company to offer a glowing grille. To name a few, Mercedes-Benz has a similar feature available for the GLE and GLS, while Audi greets the owner with custom LED patterns in the highlights.
By the way, the BMW 5 Series facelift (early version shown on the video) debuts soon, so stay tuned.