BMW shares vision for future cars with BMW i Vision Dee

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BMW Group shared its vision for future in-car digital experiences and out of the box at the CES 2023 technology trade show.

The company calls this futuristic concept car the BMW i Vision Dee. It’s a mid-size sedan with a new and simpler design language.

The name “Dee” stands for Digital Emotional Experience – and that is its purpose: to create an even stronger bond between people and their cars in the future. From what I can tell, it’s like a metaverse in your car, just like KITT from horsemen riding TV show.

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 spans the entire width of the windshield (or windshield).


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From 2025 onwards, this enhancement will be available on Neue Klase models.

“With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge. In this way, we can harness the full potential of digitization to turn the car into a smart companion. That is the future for automakers – and for BMW: the combination of virtual experiences with authentic driving pleasure,” Oliver Zipse, President of BMW AG, said in a statement. “At the same time, the BMW i Vision Dee is another step on the road to Neue Klasse. With this vision, we are looking far into the future and underscoring the enormous importance of digitization for our upcoming product generations.”

With its intelligence, the BMW i Vision Dee accompanies the driver not only in real-life situations on the road but also in their digital environment.

“A BMW exists because of its excellent digital performance. Frank Weber, BMW AG board member responsible for development, says the BMW i Vision Dee is the perfect integration of virtual and physical experiences. “Anyone who excels at integrating the everyday digital world of customers into vehicles at every level will succeed in mastering the future of automotive.”

BMW Mixed Reality Slider: enter the virtual world in five steps

BMW i Vision Dee imagines driving in the future.

The BMW Mixed Reality slider, combined with the advanced head-up display (BMW spelled Head-Up-Display), is the digital highlight and central operating control of the BMW i Vision Dee. .

Using shy tech sensors on the dashboard, drivers can decide for themselves how much digital content they want to see on the advanced display. The five-step selection features similar options, driving-related information, intercom content, augmented reality projection, and even access to virtual worlds.

In parallel, dimmable windows can also be used to fade reality. The company says it’s possible to experience mixed reality in the BMW i Vision Dee in an immersive way that engages different senses without requiring any additional tools, creating a new dimension of sensation. enjoyable driving for the user.

BMW’s advanced windshield display: in Neue Klasse from 2025

The BMW Group prides itself on its head-up display and has been systematically refining the technology over the past two decades.

In the BMW i Vision Dee, the projection across the entire width of the windshield allows information to be displayed on the largest possible surface – recognizable only as a screen once activated.

In this way, the BMW Group realizes the potential of projection technology, and BMW i Vision Dee envisions how advanced display screens can also be used in the future for display concepts and operations. The standard production version of the full-width BMW windscreen display will be used in Neue Klasse models from 2025 onwards.

Welcome script with voice and phygital icons

Your entire windshield is a display in this BMW concept car.

The digital experience begins outside the vehicle, with a personalized welcome scenario that incorporates graphic elements, lighting and sound effects.

BMW says natural language serves as the simplest, most intuitive form of interaction, allowing for a perfect understanding between people and their vehicles. The closed BMW kidney grille and headlights also form a common phygital symbol on a uniform surface, allowing the car to create different facial expressions. together.

This means that the BMW i Vision Dee can speak to people and visually express moods such as joy, surprise or approval. The BMW i Vision Dee can also project the driver’s avatar onto the side windows to further personalize the welcome scenario.

Compact design – inside and out

Future BMW car interior drawing.

The design of the BMW i Vision Dee has been deliberately toned down to focus attention on the digital experience and the DNA of the BMW brand. The exterior is defined by the classic three-box sedan design that forms the core of the BMW brand.

Traditional design elements, such as the BMW kidney grille, circular twin headlights and Hofmeister curves, have been reimagined, with phygital symbols replacing similar elements. This, the company says, gives the BMW i Vision Dee its own digital yet humane character.

Inside, digitization goes hand-in-hand with reduced material usage, operational controls and displays to ensure nothing distracts from the digital experience and a new, more exciting driving experience. BMW says the unique design of the steering wheel, with its longitudinal spokes in the middle, creates lively contact points when approached or touched and can be operated by moving the thumb, BMW says. know.

BMW says these physical touchpoints control the selection of what is projected onto the windshield and, together with the display on the windshield, support the “hands on the wheel, eyes on the road” principle. .

“With the BMW i Vision Dee, we are showing how the car can be seamlessly integrated into your digital life and become a trusted companion. The car itself becomes your gateway to the digital world – with the driver in control,” Adrian van Hooydonk, BMW Group Design Director, said in a statement. “If implemented properly, the technology will create valuable experiences, make you a better driver, and simply bring people and machines closer together.”

The road to Neue Klasse

I’m ready to go on this car.

The future of the BMW Group is electric, circular and digital. The BMW i Vision Dee represents the digital side of this trio and will be another major milestone on the road to the next generation of vehicles, the Neue Klasse. The BMW Group will provide more details and glimpses of the revolutionary vehicle concept Neue Klasse throughout 2023.

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