CES 2023: BMW i Vision Dee – new BMW design and operating concept

Digital emotional experience

At this year’s American electronics fair CES in Las Vegas, BMW’s concept studio of i Vision Dee will give a humorous preview of the “New Class” that has already been announced and will celebrate its debut in the middle of the decade. In addition to BMW CEO Oliver Zipse, the main speakers will also feature Arnold Schwarzenegger, David Hasselhoff, Herbie and Kitt.

Dee is the abbreviation for Digital Emotional Experience, i.e. for a digital emotional experience. This takes place via a monster head-up display that covers the entire windscreen. This should enable an even more intensive relationship between people and cars in the future. The future digital functions will go far beyond the level of voice control and driver assistance systems known today. The full-width head-up display anticipates the next generation of vehicles. In addition, the BMW Group has further developed the color change technology. At the last CES, she showed the BMW iX Flow Featuring E Ink, which could change from black to white, while the BMW i Vision Dee can show its exterior in up to 32 colors.

With its almost human characteristics, the BMW i Vision Dee not only accompanies drivers through real events on the road, but also in their digital environment. With the iVision Dee, BMW takes another big evolutionary step in terms of the head-up display. Reality should be replaced by a virtual reality in five phases.


The Munich-based manufacturer is the pioneer of head-up display in the automotive industry and has been consistently developing this technology for two decades. In the BMW i Vision Dee, the projection across the entire width of the windscreen makes it possible to display information on the largest possible display surface, which can only be recognized as such when it is activated. The BMW Group thus demonstrates the great potential of projection technology. The BMW i Vision Dee visualizes how an extended head-up display can also be used for the display’s operating concept in the future. As early as 2025, the series version of the BMW head-up display will be used across the entire width of the windshield in the New Class models. Natural language serves as the simplest and most intuitive form of interaction for perfect communication between humans and cars. In addition, the headlights and the closed BMW kidney grille form a common phygital (fusion of physical and digital) icon on a uniform surface with which different facial expressions can be displayed. In this way, BMW i Vision Dee can speak to people and at the same time visually express moods such as joy, amazement or approval. In addition, BMW i Vision Dee can project an image of the driver’s avatar onto the side window to further personalize the welcome scenario.

World premiere for full color E Ink technology

Following the highly acclaimed debut of the BMW iX Flow with E Ink at CES 2022, the BMW Group presents the BMW i Vision Dee, the world’s first full-color version of E Ink technology used as the outer skin of a vehicle.

Instead of alternating between black and white, the BMW i Vision Dee now shows a multi-colored, fully variable and individually designable exterior. An ePaper film from the collaboration partner E Ink applied to the body ensures this magical play of colors. Up to 32 different colors can be displayed. The design of the BMW i Vision Dee is deliberately reduced. The focus is clearly on the digital experience and the DNA of the BMW brand. The exterior is defined by the classic 3-box sedan design that is at the heart of the BMW brand. Traditional design features such as the BMW kidney grille, the double round headlights and the Hofmeisterknick are reinterpreted, phygital icons replace analogue elements. This gives the BMW i Vision Dee its own digital and at the same time human character.

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