BMW revealed its vision for the future at the recent Consumer Electronics Show (CES) in Las Vegas.
BMW i Vision Dee is the futuristic mid-size sedan with a new and pared-down design language. The name Dee stands for Digital Emotional Experience – and that is precisely its aim: to create an even stronger bond between people and their cars.
The BMW Head-Up-Display extends across the full width of the windscreen, providing a glimpse of the next vehicle generation. From 2025 onwards, this innovation will be available in the models of the NEUE KLASSE.
The BMW Group has also refined its use of colour-change technology. Having unveiled the BMW iX Flow Featuring E Ink, with the ability to change from black to white. BMW i Vision Dee can now curate its exterior in up to 32 colours.
The BMW Mixed Reality Slider, in combination with the advanced Head-up Display, is the digital highlight and 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 in a five-step selection range from analogue to virtual worlds. Dimmable windows can also be used to gradually fade out reality.
Projection across the entire width of the windscreen allows information to be displayed on the largest possible surface – which only becomes recognisable as a display once it is activated. In this way, the BMW Group demonstrates the huge potential of projection technology and BMW i Vision Dee visualises how an advanced Head-Up-Display could also be utilised in the future for the display and operating concept. The standard-production version of the BMW Head-up-Display extending across the full width of the windscreen will be used in the models of the NEUE KLASSE from 2025 onwards.
The digital experience begins outside the vehicle, with a personalised welcome scenario that combines graphical elements, light and sound effects. The headlights and the closed BMW kidney grille also form a common phygital (fusion of physical and digital) icon on a uniform surface, allowing the vehicle to produce different facial expressions! This means BMW i Vision Dee can talk to people and, at the same time, express moods such as joy, astonishment or approval visually. BMW i Vision Dee can also project an image of the driver’s avatar onto the side window to further personalise the welcome scenario.
The design of BMW i Vision Dee has been deliberately pared down to focus attention on the digital experience. The exterior is defined by the classic three-box saloon design that forms the core of the BMW brand. Traditional design elements are reimagined, with phygital icons replacing analogue elements.
Inside, digitalisation goes hand in hand with reductive use of materials, operating controls and displays to ensure nothing distracts from the digital experience. The unconventional design of the steering wheel, with its central vertical spoke, creates touchpoints that come to life when approached or touched and can be operated by moving the thumb. These phygital touchpoints control selection of the content projected onto the windscreen and, together with the Head-Up Display, thus support the principle of ‘hands on the wheel, eyes on the road’. ✤
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