Experience the Future of Driving with BMW’s i Vision Dee Concept and Its Full-Width Heads-Up Display!

BMW has unveiled the i Vision Dee at CES 2023, a concept vehicle that features a heads-up display (HUD) running the full width of the front windshield. The i Vision Dee, or “Digital Emotional Experience,” is part of BMW’s i Vision concept vehicle program and many of its features are expected to be included in future production models. The Dee will feature BMW’s Mixed Reality Slider, which uses the company’s “shy tech” sensors to control the amount of digital content displayed on the HUD.

The slider can move from fully analog up to four additional steps, including driving-related information, infotainment information, augmented reality (AR), and eventually virtual reality (VR). It is expected that the i Vision Dee’s technology will be incorporated into BMW’s NEUE KLASSE EV platform, which is set to debut in 2025.

As drivers approach the i Vision Dee, the vehicle will greet them with a personalized welcome scenario that combines graphical elements, light, and sound effects. The Dee is also capable of communicating with drivers through verbal commands and will respond using its headlights and kidney-shaped grille to form a common phygital (physical and digital) icon on a uniform surface, allowing the vehicle to produce different facial expressions such as joy, astonishment, and approval. It is unclear what happens if the Dee becomes angered.