BMW i Vision Dee is a 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 going forward. 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 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 color-change technology; E Ink displays can now be used to curate exterior color schemes in up to 32 colors.
BMW i Vision Dee is equipped with intelligent features that allow it to guide its driver in the real world and in the digital environment.
In BMW i Vision Dee, the BMW Mixed Reality Slider, combined with the advanced Head-up Display, serves as the digital highlight and central operating control. Shy-tech sensors on the instrument panel enable drivers to decide for themselves how much digital content they want to see on the advanced Head-Up Display. A five-step selection ranges from analog, to driving-related information, to communications system contents, augmented reality, right up to entry into virtual worlds. Simultaneously, dimmable windows can be used to gradually fade out reality. Mixed reality is experienced in BMW i Vision Dee in an immersive way that engages different senses without requiring any additional tools—creating a new dimension of driving pleasure for the user.
The digital experience already begins outside the vehicle, with a personalized welcome scenario that combines graphical elements, light, and sound effects. Natural language serves as the simplest, most intuitive form of interaction, enabling perfect understanding between humans and their vehicles. The headlights and closed BMW kidney grille also form a common phygital icon on a uniform surface that allows the vehicle to produce different facial expressions. The driver’s avatar can be projected onto the side window to further personalize the welcome scenario.
BMW i Vision Dee showcases a multi-colored, fully variable, and individually configurable exterior. The ePaper film from BMW Group’s cooperation partner E Ink is applied to the body of the vehicle to create this magical display of color. Up to 32 different hues can be displayed.
The exterior of BMW i Vision Dee is defined by the classic three-box sedan design that forms the core of the BMW brand. Traditional design elements, like its kidney grille, twin circular headlights, and Hofmeister kink, have been reimagined with phygital icons replacing analog elements. This gives the car a digital but human character.
Inside, digitalization goes hand in hand with reductive use of materials, operating controls, and displays to ensure nothing distracts from the digital experience and the new feeling of enhanced driving pleasure. 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”.
The new interior design is inspired by the digital experience and focuses on reduced use of materials, operating controls, and displays. The 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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