BMW has unveiled the next-generation concept model, the ‘BMW i Vision Dee,’ reflecting advanced digital innovation technology at CES 2023, held in Las Vegas until the 8th.
The BMW i Vision Dee is a mid-size sedan designed with a simplified new design language.
The ‘Dee’ in BMW i Vision Dee stands for ‘Digital Emotional Experience,’ and it embodies BMW’s aim to establish a closer relationship between the driver and the vehicle.
Through the BMW i Vision Dee model, BMW introduces the advanced BMW head-up display for the first time, expanding the projection range across the entire vehicle windscreen. This technology enables the delivery of more diverse information to the driver and will be applied to the New Class product line, set to be launched in 2025 as part of BMW’s innovative electrification and digitalization strategy.
Oliver Zipse, CEO of BMW Group, said, “With the BMW i Vision Dee, we present a new achievable realm made possible through the integration of hardware and software, fully transforming the vehicle into an intelligent companion that interacts with the driver while fully utilizing the potential of digital technology.”
Moreover, Oliver Zipse added, “This technology represents the future of the automotive industry and signifies the true enjoyment of driving and the fusion of virtual experiences for BMW. At the same time, the BMW i Vision Dee is another step towards the New Class. Under this vision, BMW is not only getting a step closer to the future but is also focusing on the immense significance of digital technology for future generations of vehicles.”
Frank Weber, BMW Group Board Member and Head of Development, stated, “BMW vehicles offer unparalleled levels of digital performance, and the perfect integration of virtual and real experiences is a critical part of the BMW i Vision Dee.” He further explained, “If we can fully integrate the digital world that unfolds in customers’ daily lives into the vehicle across all dimensions, anyone can dominate the future of automotive manufacturing.”
The BMW Mixed Reality Slider, in conjunction with the advanced head-up display, is a core component responsible for the vehicle control and digital features of the BMW i Vision Dee. Drivers can utilize the Shy Tech sensors in the instrument panel to set the range of information displayed on the advanced head-up display. The range of settings, divided into five stages, includes everything from analog to driving-related information, telecommunication system content, augmented reality projections, and entry into the virtual world.
With brightness-adjustable windows, external light intensity can be gradually controlled to create an environment optimized for virtual reality. The BMW i Vision Dee provides an immersive mixed-reality experience without the need for additional equipment, offering drivers a new dimension of driving pleasure.
A pioneer of head-up displays, BMW has systematically and meticulously developed this technology over the past 20 years. The BMW head-up display projects information over the entire windscreen for maximum display area, activating features only when they are needed by the driver.
BMW showcases the tremendous potential of projection technology through the advanced BMW head-up display, visually implementing the future applications and concepts for the advanced head-up display. The standard production version of the new BMW head-up display is set to be integrated into New Class models starting in 2025.
The new digital experience presented by BMW starts from personalized welcome scenarios outside the vehicle, integrating graphic elements, lights, and sound effects. The spoken language provides the simplest and most intuitive way for the driver to perfectly interact with the vehicle.
The headlights and the closed BMW kidney grille form a phygital icon (a concept that blends physical and digital), conveying various aspects of the vehicle. This allows the BMW i Vision Dee not only to communicate with the driver but also to visually express moods such as joy, surprise, and recognition. Additionally, the driver’s avatar image can be displayed on both windows, creating an even more personalized welcome scenario.
The BMW i Vision Dee minimizes design elements in both its interior and exterior to focus on digital experience and the very DNA of the BMW brand. The body exterior features the classic three-box sedan design, which is a core element of the BMW brand. Furthermore, phygital icons replace analog elements, and traditional design elements like the BMW kidney grille, twin circular headlights, and Hofmeister kink have been reinterpreted.
Inside, the vehicle creates an environment that enables a focus on the digital experience and a new level of driving pleasure by minimizing vehicle materials, controls, and displays. The steering wheel adopts a vertical spoke design, breaking away from traditional styles. Touchpoints that activate when the driver’s hand approaches or makes contact are implemented for ease of use with just thumb movements. The driver can select information displayed on the windscreen using these phygital touchpoints, embodying the fundamental principle of keeping ‘eyes on the road, hands on the steering wheel’ with the head-up display.
Adrian van Hooydonk, BMW Group Design Chief, emphasized, “The BMW i Vision Dee encapsulates how automobiles can be seamlessly integrated into our digital lives and become trusted companions.” He added, “When properly implemented, technology builds valuable experiences, making us better drivers and bringing people and machines closer together.”
The future that BMW envisions is categorized into three segments: electrification, circularity, and digitalization. The BMW i Vision Dee stands out as a model where digital technology can be best glimpsed, marking a new milestone in the journey towards the New Class. Additionally, BMW plans to present various perspectives showcasing groundbreaking vehicle concepts from the New Class throughout the year.
Lee Sang-jin daedusj@autodiary.kr