BMW’s i Vision Dee concept digitizes the driving experience with a full-width head-up display

BMW is once again ready to give the world a glimpse of the futuristic technology it has in the works as part of its i Vision concept vehicle program. Following 2017’s iVision Dynamics, 2018’s iNext SAV, and last year’s iVision Circular, the German automaker unveiled the i Vision Dee (“Digital Emotional Experience”) concept vehicle at CES 2023 on Thursday. streamlined with a full-width HUD on the front windshield.[artofitsiVisionconceptvehicleprogramFollowing2017’siVisionDynamics2018’siNextSAVandlastyear’siVisionCirculartheGermanautomakerrevealedatCES2023onThursdaytheiVisionDee(“DigitalEmotionalExperience”)apared-downconceptvehiclewithaHUDrunningthefullwidthofthefrontwindshield[artofitsiVisionconceptvehicleprogramFollowing2017’siVisionDynamics2018’siNextSAVandlastyear’siVisionCirculartheGermanautomakerrevealedatCES2023onThursdaytheiVisionDee(“DigitalEmotionalExperience”)apared-downconceptvehiclewithaHUDrunningthefullwidthofthefrontwindshield

And like previous iVision iterations, many of the Dee’s features are expected to make their way into production models – in particular BMW’s new NEUE KLASSE EV platform from 2025. “shy tech” sensors to control the amount of digital content displayed on the head-up display will go from an all-analogue version to four additional stages – driving information, infotainment information, AR – and (eventually) full virtual reality. I’m crossing my fingers that this only happens after BMW masters level 5 driver assistance.

the i Vision Dee in the style of Andy Warhol


“With BMW i Vision Dee, we are showing how the car can be seamlessly integrated into your digital life and become a loyal 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, said in a press release, “Implemented in the right way, technology will create engaging experiences, make you a better driver and simply bring humans and machines closer together.”

The vehicle will also greet its drivers as they approach with a “personalized greeting scenario that combines graphic elements, light and sound effects”. You’ll even be able to communicate directly with the vehicle through verbal commands as it responds using its headlights and kidney-shaped grille to “form a common phygital icon (fusion of physics and digital) on a uniform surface, allowing the vehicle to produce different facial expressions,” according to Wednesday’s statement. The Dee would be able to convey joy, amazement, and approval, all visually. There’s no word on what happens if you manage to anger him, but it can’t be good.

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