At CES 2023 in Las Vegas, BMW unveiled a groundbreaking vision of the future of automotive experience: the BMW i Vision Dee. Far more than just a concept car, the i Vision Dee redefines the way we think about our connection to vehicles. It's a mid-size sedan that blends cutting-edge digital innovation with the driving pleasure BMW is known for, offering a glimpse into a future where cars are more than just machines—they become personal, intelligent companions.
Digital Emotional Experience (Dee)
The name "Dee" stands for Digital Emotional Experience, and it’s a fitting moniker for a car that goes beyond mere technology. The BMW i Vision Dee is designed to create a deeper, more meaningful relationship between the driver and the vehicle. This is BMW’s bold step into a new era, where the lines between the physical and virtual worlds blur. It’s not just about tech for the sake of tech—this is about emotionally engaging with a car in a way that’s never been done before.
Color-Changing Technology: Personalization at Its Best
One of the most eye-catching features of the i Vision Dee is its revolutionary color-change technology. Building on the previous success of the BMW iX Flow, which could shift between black and white, the i Vision Dee takes it several steps further, offering a palette of up to 32 different colors. With just a swipe or a click, the car’s exterior can completely transform, allowing owners to express themselves in ways that were once unimaginable. Whether you’re in the mood for bold colors or subtle shades, the BMW i Vision Dee lets you set the tone.
As Oliver Zipse, Chairman of BMW AG, explains, “With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge... This fusion of virtual experience with genuine driving pleasure is the future for automotive manufacturers—and for BMW.”
A New Era of Information and Interaction
BMW is no stranger to innovation in head-up display (HUD) technology, and the i Vision Dee takes it to a whole new level. The full-width HUD stretches across the entire windshield, turning the glass into a dynamic digital display. This advancement is set to debut in BMW’s upcoming NEUE KLASSE models in 2025, offering a preview of a driving experience where critical information is seamlessly integrated into the driver’s line of sight, allowing for a safer, more immersive journey.
But the i Vision Dee doesn’t stop there. One of its standout features is the BMW Mixed Reality Slider, a system that allows drivers to choose from five levels of digital interaction, ranging from basic driving info to augmented reality projections and even full immersion into virtual worlds. This interactive element elevates the driving experience to a whole new dimension, providing personalized, engaging content without the need for external devices.
Phygital Design: Merging the Real and Virtual
The i Vision Dee is as much about its design as it is about its technology. The car’s exterior maintains classic BMW elements—like the iconic kidney grille and twin circular headlights—but reinterprets them with a digital twist. The streamlined, minimalistic design is meant to reflect the seamless integration of physical and digital worlds.
The car’s ability to project an avatar of the driver on the side window as part of a personalized welcome scenario combines light, sound, and graphics, turning the car into a digital interaction hub. This concept of "phygital" design allows the car to display moods, create interactive experiences, and even communicate with people outside the car, turning the exterior of the vehicle into a living expression of the driver’s persona.
Simplicity Inside: The Driver’s Digital Portal
Inside, the BMW i Vision Dee is designed to minimize distractions while enhancing the digital experience. BMW’s interior design focuses on creating a comfortable space where digital immersion doesn’t detract from the fundamental joy of driving. The steering wheel is equipped with phygital touchpoints that respond when approached or touched, supporting BMW’s principle: “hands on the wheel, eyes on the road.”
This thoughtful design is about creating a harmonious balance between the physical and digital environments, where the car becomes an extension of your digital life. The i Vision Dee is not just a vehicle—it’s a portal to a world of endless possibilities, all while keeping the driver in complete control.
A Vision for the Future: NEUE KLASSE and Beyond
The BMW i Vision Dee is a key step toward BMW’s NEUE KLASSE series, a lineup of upcoming vehicles that will incorporate many of the innovations seen in the i Vision Dee. As Frank Weber, BMW’s Board Member responsible for Development, notes, "Whoever excels at integrating the customer’s everyday digital worlds into the vehicle at all levels will succeed in mastering the future of car-building." BMW is not just responding to the future; they are shaping it, blending digitalization, electrification, and driving pleasure into a seamless experience.
The Future is Now
The BMW i Vision Dee represents more than just a concept—it’s a bold vision of the future. From its color-changing technology to its augmented reality integration and phygital design, the i Vision Dee is setting the stage for a new era in automotive design. This car is not just about getting from point A to point B; it’s about creating a relationship between driver and vehicle, a partnership where digital experiences and driving pleasure coexist.
In the coming years, we’ll see how BMW’s NEUE KLASSE brings these innovations to life, but for now, the BMW i Vision Dee stands as a tantalizing glimpse into the future of driving. This is just the beginning of how cars will interact with us in the digital age.
