BMW i Vision Dee makes CES debut with digital emotions


Nope, the name has nothing to do with your favorite p*** star.

BMW is showcasing the i Vision Dee at the 2023 CES Show in Las Vegas. Although the name “Dee” might sound like a familiar surname, it stands for “Digital Emotional Experience”. I know, I know, I don’t like the name either, but let’s see what’s all the hoopla about.

The i Vision Dee’s design might remind you of the i Vision Circular concept we saw in fall 2021—as this one too sports the same, minimal design language with clean surfaces and soft curves. It almost looks like a low-poly 3D model. My personal favorite design elements are those wheels which make the car look like it is moving even though it is standing still.

While there is that classic three-box sedan design, the traditional design elements such as the kidney grille, twin headlights and the Hofmeister kink are all reimagined, with “phygital” elements replacing analog ones. The i Vision Dee can also project an image of the driver’s avatar onto the side window as part of the personalized welcome drama. But wait, we are not done yet.


Remember the iX Flow concept BMW showcased at CES 2022? Well, the e-ink wrap (made by Taiwan’s E Ink) on this concept can now display up to 32 colors rather than simply alternating between black and white. The body surface of the i Vision Dee is divided into 240 E Ink segments, each of which is controlled individually. This allows an almost infinite variety of patterns to be generated and varied within seconds.

The same, minimalistic or “reductive design” philosophy applies on the inside too with so-called phygital controls replacing the physical ones. For example, notice that the door handles and window controls are simply touch controls. The unconventional steering also has these phygital touchpoints over some kind of crystal design elements. Another key highlight on the inside is an advanced Head-up Display—which allows the user to choose how much digital content they want to see on the windscreen. Notice those 5 touchpoints (dubbed shy-tech sensors) on the dashboard? Well, that’s how you choose what you want on your HUD. The HUD can extend across the full width of the windscreen, offering a glimpse of what to expect in the upcoming BMW models.

Speaking of upcoming models, some of these design elements and technology will make it to a new lineup of cars called NEUE KLASSE from 2025 onwards. More info on the NEUE KLASSE range is expected later this year.

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