Next Level Digitalisation

At the Consumer Electronics Show (CES) in January 2023, the BMW Group presented its future vision for the digital experience inside and outside the car – the BMW i Vision Dee. Which innovations will take our driving experience to the next level? Dee explains it to us personally.

Their relationship with their car has always been an integral part of the lives of many BMW drivers. I want to use my digital skills to take this connection to the next level and provide an immersive, innovative and intuitive driving experience.

Who am I? I am Dee.

Dee as in Digital Emotional Experience. I’ll show you how closely technology and driving pleasure will be linked in the future. Let’s get started!

Digital

The future of the BMW Group is electric, digital and circular. With my digital innovations, I embody the digital aspect of this triad. This makes me a real milestone on the road to the BMW Group’s next product generation, the NEUE KLASSE.

I already use my digital features at my initial greeting, and recognise you as you approach the car. For instance, I can welcome you personally with graphic elements and light and sound effects – and even project an image of you in the form of an avatar on the side window.

No matter where we’re going, I can change my appearance at any time depending on the occasion and your preferences. I’ll be the colour of your favourite shirt in the morning, I’m cool and white in the midday sun, and I’ll adopt your favourite team’s colours on the way to the stadium in the evening. I manage this with E Ink technology: my skin is covered in a special ePaper film and divided into 240 segments. This allows me to adopt an almost unlimited number of unique, multicoloured patterns in a matter of seconds.

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Additional features

Interactive communication
Phygital icons
Personal avatar

Drivers can talk to the BMW i Vision Dee, which is more than just a control element. Because of the vehicle’s distinctive voice and artificial emotional intelligence, a close relationship can develop quite naturally between the driver and the car.

The “face” of the BMW i Vision Dee is created by a physical-digital surface (a phygital icon) on which the vehicle expresses emotions through facial expressions.

The BMW i Vision Dee recognises people as they approach the car and projects a personal avatar on the driver’s window to welcome them.

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Emotional

I don’t like to boast, but I am quite intelligent – even in an emotional sense. This means I can not only adapt to your needs but can also anticipate your wishes. If you like, I can suggest destinations or entertainment programmes and share information, news, calendar entries and social media posts with you. Sounds human, doesn’t it? It does, because I am the first BMW with a digital soul and my own personality. Pure tech magic.

By the way, I don’t only communicate using my voice; I can also express my emotions through facial expressions. My headlights and closed BMW kidney grille form a phygital icon – a fusion of a physical and digital icon. This allows me to create human facial expressions and express my mood visually. Have you ever seen a car wink?

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Experience

I am not only the ultimate companion in the real world. The BMW Mixed Reality Slider is the central control element that progressively transforms my windscreen into digital worlds. In combination with an extended head-up display, I can project information across the entire windscreen.

With the BMW Mixed Reality Slider’s touch sensors on the instrument panel, you can decide which content you want to see, from driving information to social media content and augmented reality projections, right up to entry into virtual worlds.

From as early as 2025, BMW Panoramic Vision will be used as a production vehicle derivative of the extended head-up display in the NEUE KLASSE models. The entire windscreen will be used as a projection surface.

The BMW Mixed Reality Slider

The BMW Mixed Reality Slider lets you choose any reality from purely analogue to completely virtual. With Shy Tech in the instrument panel, the five-stage transition is easy to control.

The extended BMW head-up display shows information on the windscreen that is relevant to the journey, including information on navigation and the surrounding area.

Stay in touch with friends and family: the vehicle now also displays content from the communication system such as text messages and incoming calls.

Information from the previous levels as well as additional data such as notifications about potential obstacles appear on the windscreen in projection-based augmented reality.

Everything is possible in the here and now: at the highest level, the windscreen is a portal to virtual worlds.

Both my interior and my exterior have a very clean design, which creates even more space for digital experiences. While my exterior reinterprets traditional design features such as the BMW kidney grille and the twin headlights, my interior uses fewer materials, control elements and displays. This means nothing distracts you from the digital experience and the new dimensions of driving pleasure. Everything is there if you need it – and is not there if you don’t.

Next Level Digitalisation

Digital

Additional features

Emotional

Experience

The BMW Mixed Reality Slider

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