BMW Unveils i Vision Dee: A Glimpse into the Future of Driving at CES 2023 - News

Las Vegas, 2023 — The glitz and glam of CES 2023 in Las Vegas have served as the perfect backdrop for BMW to unveil its vision of tomorrow’s automotive experience. Enter the BMW i Vision Dee, a mid-size sedan that’s more than just a car; it’s a leap into a future where digital innovation and driving pleasure converge. This is not just about sleek designs and cutting-edge tech; it’s about a fundamental shift in how we interact with our vehicles.

The BMW i Vision Dee isn’t just a concept car; it’s a statement. The name “Dee” stands for Digital Emotional Experience, and that’s exactly what BMW is aiming for — a deeper, more meaningful connection between drivers and their cars. This isn’t your everyday tech upgrade; BMW is pushing the envelope with features that stretch far beyond today’s voice controls and driver assistance systems. At the heart of this vision is the advanced Head-Up Display, which extends across the entire width of the windscreen. Set to debut in the NEUE KLASSE models from 2025, this technology offers a tantalizing glimpse of what’s to come.

One of the standout features of the i Vision Dee is its revamped colour-change technology. Following the introduction of the BMW iX Flow with E Ink, which could switch between black and white, the i Vision Dee takes things to a whole new level. Now, the car can showcase up to 32 different colours, allowing for a dynamic and personalized exterior that can change with a swipe or a click.

Oliver Zipse, Chairman of the Board of Management of BMW AG, is enthusiastic about the potential of the i Vision Dee. “With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge,” Zipse says. “We are able to exploit the full potential of digitalisation to transform the car into an intelligent companion. This fusion of virtual experience with genuine driving pleasure is the future for automotive manufacturers — and for BMW.”

Frank Weber, BMW AG Board Member responsible for Development, echoes this sentiment, emphasizing the importance of integrating digital worlds into the vehicle experience. “A BMW lives by its unparalleled digital performance. BMW i Vision Dee is about perfect integration of virtual and physical experiences,” Weber states. “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.”

The BMW Mixed Reality Slider is one of the i Vision Dee’s most intriguing features. Combined with the advanced Head-Up Display, it offers a five-step selection process for digital content. Drivers can choose from a range of options, from basic driving information to augmented reality projections, and even fully immerse themselves in virtual worlds. The dimmable windows add another layer of customization, allowing users to fade in or out of reality, creating a driving experience that engages multiple senses without needing additional tools.

BMW has been a pioneer in Head-Up Display technology, and the i Vision Dee continues this tradition with its full-width projection across the windscreen. This display technology promises to enhance the driving experience by integrating critical information seamlessly into the driver’s line of sight. The standard-production version of this technology will be available in NEUE KLASSE models starting in 2025, marking another significant step in BMW’s ongoing innovation journey.

Outside the vehicle, the i Vision Dee greets drivers with a personalized welcome scenario that combines light, sound, and graphical elements. The headlights and BMW kidney grille create a unified “phygital” icon that allows the car to express various moods and interact with people. Additionally, the car can project a driver’s avatar onto the side window, adding a personal touch to the welcome experience.

The world premiere of BMW’s full-colour E Ink technology is a highlight of the i Vision Dee. Unlike its predecessor, which was limited to black and white, the new E Ink technology allows for up to 32 colors and creates intricate, customizable patterns across the car’s body. This technological marvel involves 240 individual E Ink segments, each controlled separately, enabling an almost infinite array of color displays and patterns.

The design of the BMW i Vision Dee is as forward-thinking as its technology. The car features a pared-down, reductive design that emphasizes the digital experience and the core DNA of the BMW brand. Traditional elements, such as the kidney grille and twin circular headlights, are reimagined with a digital twist, giving the car a unique, futuristic character.

Inside, the focus is on enhancing the digital experience while minimizing distractions. The unconventional steering wheel design includes phygital touchpoints that activate when approached or touched, supporting BMW’s principle of “hands on the wheel, eyes on the road.”

Adrian van Hooydonk, head of BMW Group Design, encapsulates the vision behind the i Vision Dee: “With BMW i Vision Dee, we are showing how the car can be seamlessly integrated into your digital life and become a trusty companion. The vehicle itself becomes your portal to the digital world — with the driver always in control.”

The BMW i Vision Dee represents a crucial milestone on BMW’s journey toward the NEUE KLASSE. As BMW continues to unveil more about its upcoming product generations, it’s clear that the company is committed to leading the charge in digital and electric vehicle innovation. The i Vision Dee is not just a glimpse into the future; it’s a bold step towards a new era in automotive design and technology.