BMW i Vision Dee Concept Fuses Physical and Virtual Worlds

BMW chose the CES (Consumer Electronics Show) in Las Vegas to host the world premiere of a new concept called i Vision Dee—as in Digital Emotional Experience. The company says it fuses the physical and virtual worlds while previewing the integration of new features to Neue Klasse models that are scheduled to launch in 2025.

BMW is a master at showcasing future technologies and styling directions in concept vehicles. Just look at the Vision iNEXT, which later became the iX crossover. At the 2021 IAA in Munich, the i Vision Circular concept hinted at new products being developed with circular economy in mind including extensive use of recycled and sustainable materials. That same principle will be applied to the Neue Klasse along with the combination of physical and digital interactions.

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    BMW chose the CES (Consumer Electronics Show) in Las Vegas to host the world premiere of a new concept called i Vision Dee—as in Digital Emotional Experience. The company says it fuses the physical and virtual worlds while previewing the integration of new features to Neue Klasse models that are scheduled to launch in 2025.

    BMW is a master at showcasing future technologies and styling directions in concept vehicles. Just look at the Vision iNEXT, which later became the iX crossover. At the 2021 IAA in Munich, the i Vision Circular concept hinted at new products being developed with circular economy in mind including extensive use of recycled and sustainable materials. That same principle will be applied to the Neue Klasse along with the combination of physical and digital interactions.

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LISTEN: Gab and LP talk about the BMW i Vision Dee and other unveiling at CES 2023

“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 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,” 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 digitalization for our upcoming product generations.”

Photo: BMW

Minimalist Appearance

In terms of styling, this fusion is expressed through the minimalist appearance given to the sedan concept. Signature BMW design cues such as the kidney grille, round headlights and Hofmeister Kink are reinterpreted in the form of “phygital” icons (a contraction of the words physical and digital).

The digital experience delivered by the i Vision Dee concept starts with a personalized welcome scenario that combines graphical elements, light and sound effects. The lighting units and the front grille can take on various shapes mimicking facial expressions in order to communicate with people around the vehicle. The driver’s avatar can even be displayed on the side windows.  

Photo: BMW

32 Body Colours

Last year at CES, BMW showed a unique iX with colour-shifting E Ink technology. This year’s i Vision Dee concept goes even further with a full body wrap called e Paper that offers a selection of 32 colours. The wrap is split into 240 sections that can be controlled separately.

The result is a level of customization never before seen in the auto industry—the equivalent of a chameleon on four wheels.

Photo: BMW AG

Full-Width Head-Up Display

The minimalist approach continues inside with a single-spoke steering wheel integrating a touch-sensitive surface where controls light up as the driver moves their finger.

With the i Vision Dee concept, BMW is also introducing a new head-up display system that can project content onto the entire windshield or select parts. Said content can be selected via the BMW Mixed Reality Slider, which is part of the dashboard.

Photo: BMW AG

Drivers can choose to have only key driving data displayed in front of them or add any of four other types of content including communication, augmented reality and even access to virtual worlds. The immersive experience can be maximized by darkening the glass around the driver, creating a sort of separation from the outside world. As mentioned earlier, all these technological innovations will be part of the Neue Klasse’s bag of tricks.

“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.”

According to BMW, the brand’s future is electric, circular and digital. The i Vision Dee concept represents a new milestone in the development of upcoming production models.  

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