BMW stand at the Consumer Electronics Show (CES) 2023 in Las Vegas will be well worth a look in.

On parade will be the BMW i Vision Dee, a delicious 5-series size sedan concept, looking slim and lithe with a hint of retro chic. The name “Dee” stands for Digital Emotional Experience, something BMW hopes to give buyers and admirers in coming years. This is a spirit sadly absent from the Bavarian motor car maker over the last few decades.

 

Technology will be front and centre in the form of a BMW Head-Up-Display using the entire the windscreen. In fact, from 2025, this is the kind of thing we can expect in models from the NEUE KLASSE.

 

“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.”

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ABOVE: 2023 CES –  BMW i Vision Dee

BMW sees i Vision Dee as an extension of the driver even when not in motion.

“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.”

Head Up Display

The Head-up Display is part of the central operating control of BMW i Vision Dee. Drivers can choose how much to display, even going as far as augmented-reality. It can gradually fade out to reality, or provide a mix of both. This immersive engagement activates different senses without additional tools, to build a new environment for the users.

The display only appears when activated.

Welcome to Car

The digital starts as the user walks up to the car. A bespoke welcome sequence combines graphical elements, light and sound effects. Natural language serves to control the interface between humans and their vehicles. BMW have come up with a rather naff term, phygital (fusion of physical and digital). They’ve used it to describe the way headlights and the closed BMW kidney grille form a recognisable icon on a uniform surface, giving the car an ability to mimic facial expressions. BMW i Vision Dee is can communicate more succinctly by talking to people while conveying human-like emotions like joy, astonishment or approval. If you thought that was naff, BMW i Vision Dee can will project the driver’s avatar onto the side window in an entertaining, but rather sueless welcome scenario.

Inside

The interior brings a distinct taste of Bauhaus-meets-minimalism to the cabin design so that all attention is on the digital experience, as BMW tries to stamp the brand firmly on the minds of all who see it.

“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.”

The Journey to NEUE KLASSE

BMW claims its future is electric, circular and digital. BMW i Vision Dee represents the digital aspect of this trio and will be another milestone on the road to the next vehicle generation, the NEUE KLASSE. The BMW Group will provide further insights and glimpses of the revolutionary vehicle concept of the NEUE KLASSE over the course of 2023.

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