BMW’s i Vision Dee concept digitizes the driving experience with a full-width heads-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 car program. Following 2017’s iVision Dynamics, 2018’s iNext SAV and last year’s iVision Circular, the German automaker revealed at CES 2023 on Thursday the Vision Dee (“Digital Emotional Experience”), a stripped-down concept vehicle with a HUD that runs across the width of the windshield.[artofitsiVisionconceptvehicleprogramFollowing2017’siVisionDynamics2018’siNextSAVandlastyear’siVisionCirculartheGermanautomakerrevealedatCES2023onThursdaytheiVisionDee(“DigitalEmotionalExperience”)apared-downconceptvehiclewithaHUDrunningthefullwidthofthefrontwindshield[artofitsiVisionconceptvehicleprogramFollowing201[ads1]7’siVisionDynamics2018’siNextSAVandlastyear’siVisionCirculartheGermanautomakerrevealedatCES2023onThursdaytheiVisionDee(“DigitalEmotionalExperience”)apared-downconceptvehiclewithaHUDrunningthefullwidthofthefrontwindshield

And like the previous iVision iterations, many features from the Dee are expected to make their way into production models — notably BMW’s new NEUE CLASS EV platform beginning in 2025. Per the company, the Dee will feature BMW’s Mixed Reality Slider that utilizes the company’s “shy tech” -sensors to control how much digital content is displayed on the heads-up display. It will slide from fully analogue up four additional steps – driving-related information, to infotainment information, to AR – and (eventually) full VR. Fingers crossed that it just happens after BMW masters level 5 driver assistant.

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


“With the BMW i Vision Dee, we show how the car can be seamlessly integrated into your digital life and become a reliable 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, in a press release. “Implemented correctly, technology will create valuable experiences, make you a better driver and simply bring people and machines closer together.”

The vehicle will also greet drivers as they approach with a “personal welcome scenario that combines graphic elements, lights and sound effects.” You’ll even be able to communicate directly with the vehicle through verbal commands while it will respond using its headlights and kidney-shaped grill to “form a common phygital (fusion of physical and digital) icon on a smooth surface, allowing the vehicle to produce different facial expressions,” according to Wednesday’s release. The Dee will reportedly be able to convey joy, amazement and approval, all visually. There’s no word on what happens if you manage to piss it off, but it can’t be good.

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