BMW i Vision Dee, the prototype aims for a “Digital Emotional Experience”

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A window on the digital experience that the BMWs of the future will ensure: this is the i Vision Dee, a prototype of a mid-size sedan with an essential design, which the German manufacturer presented at the Consumer Electronics Show (CES) 2023 in Las Vegas. The name “Dee” is the acronym of Digital Emotional Experience, or emotional digital experience.

i Vision Dee, the car that can change up to 32 body colors on command



“With the BMW i Vision Dee, we show what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitization to transform the car into an intelligent companion. This is the future for car manufacturers and also for BMW: the fusion of virtual experience with real driving pleasure,” said Oliver Zipse, Chairman of the Board of Management of BMW AG in an official statement: “At the same time, the BMW i Vision Dee is another step on the way to the NEUE KLASSE. With this vision, we look to the future and underline the enormous importance of digitization for our next product generations”.


Not surprisingly, BMW promises that future digital functions “will go far beyond the voice control and driver assistance systems we know today”. On the i Vision Dee the Head-Up-Display extends across the full width of the windscreen and, using shy-tech sensors on the dashboard, drivers can decide for themselves how much digital content they want to see. From 2025, this innovation will be available in models built on the NEUE KLASSE architecture.


Furthermore, this prototype can personalize its exterior with up to 32 colours: this is made possible by an electronic paper film from BMW Group partner, E Ink, which is applied to the bodywork. “The BMW i Vision Dee is a perfect integration of virtual and physical experiences,” says Frank Weber, member of the Board of Management of BMW AG responsible for Development: “Whoever excels at integrating the digital worlds of the customer into the vehicle at all levels , will succeed in dominating the future of automobile construction”.


A digitization that even influences the design of the car: in fact, the headlights and kidney grille form a “phygital” icon (fusion of physical and digital) that allows the car to produce different “expressions”, so as to be able to better interface with people and, at the same time, visually express moods such as joy, amazement or approval. Finally, the simplified three-volume sedan shapes benefit from traditional design elements – such as the kidney grille, double circular headlights and Hofmeister’s elbow, in fact – which have been reimagined, with digital icons replacing the analogue elements. “This gives the BMW i Vision Dee a digital yet human character,” claim the parent company.


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