BMW shows off colour-changing i Vision Dee concept at CES 2023

BMW has today unveiled the next stage in its electrification and digitisation journey, revealing the i Vision Dee concept at the 2023 Consumer Electronics Show (CES) in Las Vegas.

According to BMW, the i Vision Dee forms the final piece in its Neue Klasse, which is “a holistic approach to the next generation of cars”. The three pillars are circularity, electrification and digitisation, with Dee standing for the third: digitisation.

The name of the concept – Dee (that you may have seen teased on Instagram) – stands for ‘Digital Emotional Experience’ and is being developed as a helpful companion using voice and AI technology to ease interaction with the vehicle.

7

There are some pretty notable features on display, including a head-up display that can take up the whole windscreen, a slider to adjust the level of digital assistance, winking kidney grilles to give a human feel, and colour-changing ‘E Ink’ paint with 32 hues available.

BMW’s head of design, Adrian Van Hooydonk, continues to push boundaries – for good or bad – with i Vision Dee, its somewhat traditional three-box sedan shape carrying iconic kidney grilles, circular headlights and Hofmeister kink.

Except, the proportions, surfacing and shape are wild, looking nothing like any BMW gone before. It is expected the underpinnings and technology shown off by the i Vision Dee will emerge in 2025.

7

With BMW’s track record of releasing production versions very close to concept – the XM and iX come to mind – perhaps what we see here is the next revolution in the 3 Series dynasty.

BMW has already indicated that the first of its Neue Klasse vehicles will be a mid-sized 3 Series and Oliver Zipse, chairman of the board of management of BMW AG, again confirmed that will arrive in 2025 – alongside a sporty SUV.

"Launching in 2025, the Neue Klasse will start with a dynamic sedan and a sporty activity vehicle. More models will follow in quick succession"

"You might say: just another showcar, but this is not what Dee is. The future is right outside and we are totally ready for it. Everything you saw, felt, is much closer to reality than you might imagine", Zipse said.

“BMW i Vision Dee is another step on the road to the Neue Klasse. With this vision, we are looking far into the future and underlining the tremendous importance of digitalisation for our upcoming product generations.”

7

Inside the i Vision Dee

A head-up display is not new, but the i Vision Dee’s takes things to Metaverse levels. There is a ‘shy slider’ with different vision settings, from analogue with minimal information such as speed or navigation, all the way up to virtual reality.

Level 2 adds more layers including a built-in social media platform, the third level is a development from what’s in the iX with augmented reality navigation and social media notifications.

The fourth level has you driving through a wholly different reality with little to do with the outside world. It can also keep you in contact with family and friends via a virtual universe.

Seen here, the graphics on screen are like a video game. BMW hasn’t said exactly what this could be used for, but presumably with advanced self-driving technology it will allow occupants to relax on journeys.

7

The shy slider also gives fully-dimmable side windows, allowing passengers to shelter from the outside world and display their avatar.

There is no floating touchscreen inside the i Vision Dee, instead it appears the dashboard works as a touch surface to interact with. It’s ultra minimal inside.

The steering wheel is quartic with two broad spokes – presumably for interacting with the car – and another two narrower spokes.

Finally, despite being so out there, there is still some classic BMW in the cabin. The floating centre console with a single button appears to be a development of that found in the new 2 Series Active Tourer and X1 small SUV.

7

Outside the i Vision Dee

The promised interactivity with BMW’s virtual assistant Dee continues outside. You can speak to the i Vision Dee, its kidney grilles and headlights can wink and gesture back in conjunction with external speakers.

BMW describes the treatment as a “phygital (fusion of physical and digital) icon on a uniform surface, allowing the vehicle to produce different facial expressions.”

If you’re reading this and thinking, wow, Dee sounds a little bit like KITT from the television series Knight Rider (1982-86), well, BMW wheeled out the Pontiac Firebird Trans Am that spoke to Dee on stage at CES.

7

On top of the wild design, the i Vision Dee takes the iX Flow shade-changing concept to the next level, with active 'E Ink' paint finish giving 32 possible colours at any time.

It almost goes without saying, but i Vision Dee is an electric concept. Expect driving range of the production car it spawns to be over 400 kilometres, though BMW was making no claims beyond retaining the brand's hallmark dynamics.

It’s certainly a whole new future for BMW, a car company best remembered for powerful six-, eight-, 10- and 12-cylinder engines, not to mention ‘The Ultimate Driving Machine’ tagline.

What do you think of BMW’s new direction? Is this the future of mobility you want to see? Let us know in the comments.