WITH new cars packing more tech than
ever, the Consumer Electronics Show
(CES) in Las Vegas is increasingly becoming
a major motor show for brands, and the
latest to reveal a new project at CES 2023
is BMW, with its i Vision Dee concept.
The electric show car hints at the future of
the 3 Series saloon, reinvented for a new era
and based on BMW’s Neue Klasse platform.
The i Vision Dee boasts retro-themed design
cues but with cutting-edge features, such as
an evolution of BMW’s E-Ink technology.
“Dee” stands for Digital Emotional
Experience, with the aim of “creating an
even stronger bond between people and
their cars”. Key to this, BMW says, is the
Mixed Reality Slider, which uses a touchsensitive
control on the minimalist dash
that allows users to determine how much
digital content to mix with reality. Using the
● Radical saloon shown at CES
● Focuses on digital connectivity
integration of virtual and physical”, adding
that “whoever excels at integrating
customers’ digital worlds will master
the future of car building”.
Some elements of the i Vision Dee preview
what we’ll see fitted to future BMWs from
2025, however. BMW CEO Oliver Zipse
previously outlined that BMW is “planning
a compact sedan in the 3 Series segment
and a sporty SUV”, with the i Vision Dee
representing some elements of the former.
BMW has confirmed that a production
version of the Dee’s full-width head-up
display will be implemented from 2025;
user-interface expert Olivier Pitrat told
Auto Express that in future the “windscreen
is the only screen we need”.
Expect some of the i Vision Dee’s design
cues to be referenced in the eventual
production-ready Neue Klasse saloon too,
with short front and rear overhangs, wide
wheelarches and a squat body, plus
traditional wider kidney grilles and
‘Hofmeister’ kinks for the C-pillars,
reimagined with new tech (see above).
The firm has evolved its E-Ink technology,
first seen at CES last year on the iX Flow
SUV. However, for 2023 BMW has developed
full-colour E-Ink. It covers the whole skin of
the vehicle and up to 32 colours can be
displayed over 240 individual segments.
BMW says that with its reductive design
elements the i Vision Dee’s styling “has
been deliberately pared down”. This is why
the firm chose to showcase a conventional
three-box saloon as the first expression of
its Neue Klasse era, because this style of car
“forms the core of the BMW brand”.
The reductive elements continue inside,
with a single-spoke steering wheel featuring
touchpoints that come to life depending on
the user’s thumb movements. These can
then control the information displayed on
the windscreen. There are also very few
controls inside, with the Mixed Reality
slider one of the main features.
windscreen to project the full-width head-up
display, stage one – “analogue” – focuses
on the view ahead. Stage two features more
driving-related info, while the next step
brings in more data from the infotainment,
allowing users to stay connected.
Stage four enhances the experience via
augmented-reality projection – potentially
sat-nav directions or information on visible
landmarks – while the final stage is a fully
immersive experience; BMW hints at “entry
into virtual worlds” (see page 16 for more
on BMW M division’s Mixed Reality project).
The i Vision Dee is just a concept, but
BMW is serious about integrating more
digital functionality into its future models.
According to Frank Weber, member of the
board for development, “A BMW lives by its
unparalleled digital performance.” He said
that “BMW i Vision Dee is about perfect