As soon as you push the 'unlock' button on the key all of the cars electronics wake up.

The =BMW= screen is only shown when the car's navigation is booting up. If you take long enough to walk to your car (10-20 seconds), then by the time you turn the key it's already started - taking you straight to the accept screen.

If you really want to see it, only unlock the car once you are right next to it. Jump in and turn the key. Then you should be able to see the =BMW= logo...