BMW i Vision Dee unveiled

The BMW Group shared its vision of the future digital experience, in terms of interior and exterior design at the recent Consumer Electronics Show in Las Vegas. The BMW i Vision Dee is the futuristic mid-size sedan with a new pared down design language. The name Dee is an acronym for Digital Emotional Experience which is fitting as designers aim to create an even stronger bond between people and their cars going forward. In future digital functions will extend beyond systems like voice control and driver assistance with which we are familiar today.

From 2025 this innovation will be available in the models of the Neue Klasse. BMW has also refined its use of colour-changing technology, the previous BMW iX Flow Featuring E Ink had the ability to change from black to white and now the BMW i Vision Dee can curate its exterior from a choice of 32 colours. The body surface is divided into 240 E Ink segments, which can each be controlled individually, allowing an almost infinite variety of patterns to be generated and varied within seconds. The adaptation of the technology for curved surfaces and the programming of the animations were developed by BMW’s in-house engineers enabling a form of customisation that is unique in the automotive world.

With the i Vision Dee, BMW are showcasing what is possible when hardware and software merge and by doing so exploiting the full potential of digitalisation to transform the car into an intelligent companion and fuse the virtual experience with genuine driving pleasure.

Thanks to intelligent capabilities, BMW i Vision Dee accompanies drivers through real-life situations on the road and in their digital environment. With the i Vision Dee BMW aims to perfect the integration of virtual and physical experiences as they believe whoever excels at integrating the customer’s everyday digital worlds into the vehicle at all levels will succeed in mastering the future of automotive manufacturing.

The Head-Up display in BMW i Vision Dee projects information across the entire width of the windscreen allowing information to be displayed across the largest possible surface. The BMW Mixed Reality Slider works in conjunction with the advanced Head-Up Display as the 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, augmented reality projection, right up to entry into virtual worlds. For example, dimmable windows can be used to gradually fade out reality allowing mixed reality to be experienced in BMW i Vision Dee in an immersive way that engages different senses without requiring additional tools.

Personalised welcome scenario

The exterior digital experience begins outside the vehicle, with a personalised welcome scenario that combines graphical elements, light and sound effects. For example, the headlights and closed BMW kidney grille form a common phygital icon on a uniform surface, allowing the vehicle to produce different facial expressions. This allows the BMW i Vision Dee to talk to people and at the same time express moods such as joy, astonishment and visual approvement. An image of the driver’s avatar can be projected onto the side window to further personalise the welcome scenario.

Reductive design

The overall design of BMW i Vision Dee has been deliberately pared down to focus attention on the digital experience and the DNA of the BMW brand. The exterior comprises a classic three-box sedan design and traditional design elements such as the BMW kidney grille, twin circular headlights and Hofmeister kink are reimagined, with phygital icons replacing the analogue elements.

Inside, digitalisation is paired with reductive use of materials, operating controls and displays to ensure nothing distracts from either the digital experience or the feeling of driving pleasure. The unconventional design of the steering wheel, with its central spoke, creates touchpoints that come to life when approached or touched and can be operated by moving the thumb.

With the BMW i Vision Dee BMW are showcasing how the car can be seamlessly integrated into your digital life and become a trusty companion, with the vehicle itself becoming your portal to the digital world. Implemented correctly, technology can create worthwhile experiences, make you a better driver and bring humans and machines closer together.