The BMW Group is sharing its vision of the future digital experience, both inside and outside the vehicle, at the Consumer Electronics Show (CES) 2023 in Las Vegas. BMW i Vision Dee is the futuristic mid-size sedan with a new and pared-down design language.
The name “Dee” stands for Digital Emotional Experience – and that is precisely its aim: to create an even stronger bond between people and their cars going forward.
Future digital functions will go far beyond the level of voice control and driver assistance systems we are familiar with today.
The BMW Head-Up-Display extends across the full width of the windscreen, providing a glimpse of the next vehicle generation. From 2025 onwards, this innovation will be available in the models of the NEUE KLASSE.
The BMW Group has also refined its use of colour-change technology. Having unveiled the BMW iX Flow Featuring E Ink, with the ability to change from black to white, at the last CES, BMW i Vision Dee can now curate its exterior in up to 32 colours.
“With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitalisation to transform the car into an intelligent companion. That is the future for automotive manufacturers – and, also, for BMW: the fusion of the virtual experience with genuine driving pleasure,” said Oliver Zipse, Chairman of the Board of Management of BMW AG. “
At the same time, BMW i Vision Dee is another step on the road to the NEUE KLASSE. With this vision, we are looking far into the future and underlining the tremendous importance of digitalisation for our upcoming product generations.”
With its intelligent, almost human capabilities, BMW i Vision Dee accompanies drivers not only through real-life situations on the roads, but also in their digital environment.
“A BMW lives by its unparalleled digital performance. BMW i Vision Dee is about perfect integration of virtual and physical experiences,” said Frank Weber, member of the Board of Management of BMW AG responsible for Development.
“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 Mixed Reality Slider: into the virtual world in five steps
The BMW Mixed Reality Slider, in combination with the advanced Head-up Display, is the digital highlight and central operating control of BMW i Vision Dee. Using shy-tech sensors on the instrument panel, drivers can decide for themselves how much digital content they want to see on the advanced Head-Up Display.
The five-step selection ranges from analogue, to driving-related information, to the contents of the communications system, to augmented-reality projection, right up to entry into virtual worlds. In parallel, dimmable windows can also be used to gradually fade out reality.
Mixed reality can be experienced in BMW i Vision Dee in an immersive way that engages different senses without requiring any additional tools, creating a new dimension of driving pleasure for the user.
Inside, digitalisation goes hand in hand with reductive use of materials, operating controls and displays to ensure nothing distracts from the digital experience and the new feeling of enhanced driving pleasure. The unconventional design of the steering wheel, with its central vertical spoke, creates touchpoints that come to life when approached or touched and can be operated by moving the thumb. These phygital touchpoints control selection of the content projected onto the windscreen and, together with the Head-Up Display, thus support the principle of “hands on the wheel, eyes on the road”.
“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,” said Adrian van Hooydonk, head of BMW Group Design.
“Implemented the right way, technology will create worthwhile experiences, make you a better driver and simply bring humans and machines closer together.”