Dee (Digital Emotional Experience) are three letters with deep meaning for the BMW Group. Vision vehicles that enable a whole new type of interaction and communication between humans and vehicles. The BMW i Vision Dee was presented to the world for the first time at the 2023 Consumer Electronics Show (CES) in Las Vegas.
“With the BMW i Vision Dee, we’re showing what’s possible when hardware and software come together. In this way, we can fully exploit the potential of digitalization to turn cars into intelligent companions. That is the future for the automaker as well as for BMW. It becomes a combination of virtual experiences with true driving pleasure,” said Oliver Zipse as Chairman of the Management Board of BMW AG on Tuesday (04/01) local time.
BMW i Vision Dee is not only always adapted to the needs of the driver; it’s also anticipating what they want from the trip ahead of time. The BMW i Vision Dee does this by projecting information across the width of the windshield in an evolved head-up display, further blurring the line between reality and the virtual world.
At IAA Mobility 2021, the BMW Group presents the BMW Vision i Circular, and with it the potential for circularity. BMW i Vision Dee now illustrates how digital technology and driving pleasure will become an inseparable unit in the future.
“At the same time, the BMW i Vision Dee is another step towards NEUE KLASSE. With this vision, we look far into the future and underscore the extraordinary importance of digitization for our next generation of products,” said Oliver Zipse.
People and cars share a special kind of emotional connection that defines the BMW Group and the BMW brand. With the BMW i Vision Dee, the company is reinventing this relationship and bringing it into the digital age: A vehicle for all the senses.
“BMW lives up to its unparalleled digital performance. BMW i Vision Dee is all about the perfect integration of virtual and physical experiences. Anyone who excels at integrating the customer’s everyday digital world into vehicles at all levels will successfully master the future of car manufacturing,” said Frank Weber, Member of the Development Board of BMW AG.
BMW i Vision Dee combines digital and analog into one complete unit. Vision vehicles bring virtual worlds into the car and open up new levels of interaction. This is achieved first and foremost by the BMW Mixed Reality Slider and the advanced BMW Head-Up-Display. The production version of this standard will be used in the NEUE KLASSE models from 2025 onwards.
The BMW Mixed Reality Slider displays content at five different levels, ranging from analog, driving-related information, communication system content, augmented-reality projection, to entering the virtual world.
In this way, the BMW Group demonstrated the great potential of projection technology and BMW i Vision Dee visualized how advanced Head-Up-Displays could also be used in the future for display and operating concepts.
Vehicles are emotionally intelligent, able to interact with their environment. The vehicle uses its many sensors to register the identity and position of the vehicle owner and react when approaching. The doors that open automatically greet the driver as they approach the cockpit.
The closed headlights and BMW kidney grille form a uniform surface that displays a welcoming multimedia scenario of light, graphics and sound. Includes nine different facial expressions. It has many emotions from joy to approval to astonishment.