Making its grand appearance last night at CES 2023 in Las Vegas, BMW’s futuristic mid-size sedan, i Vision Dee, had everyone in the audience on the edge of their seats.
The concept vehicle features a heads-up display (HUD) that runs the full width of the front windshield, a feature that will be seen in all Neue Klasse models beginning 2025, and the ability to change its exterior color, including the wheels.
“With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge,” said Oliver Zipse, chairman of the board of management of BMW AG. “In this way, we are able to exploit the full potential of digitalization 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.”
Dee, which stands for Digital Emotional Experience, was designed to “create an even stronger bond between people and their cars.”
After revealing its iX Flow last year at CES 2022, BMW felt the need to take it a step further this year. The iX Flow was only able to change from black to white. Dee can display up to 32 colors, made possible by applying an ePaper film from E Ink to the body.
Dee also offers a mixed reality slider. All by a swipe of a finger, drivers can select how much digital content they want to see on the advanced HUD. With five options to choose from, drivers can select from driving-related information and infotainment to augmented-reality projection.
Building upon user and digital experience, Dee is able to “talk” to people and express moods. Aside from changing colors, the headlights and the closed BMW kidney grille form a common phygital (fusion of physical and digital) icon on a uniform surface, allowing the vehicle to produce different facial expressions, the company says.
The vehicle can also project an image of the driver’s avatar onto the side window for further personalization.
