Car chameleon

The BMW concept car known as i Vision Dee promises to be both car and companion.

17 January 2023


The BMW i Vision Dee, an acronym for Digital Emotional Experience, was unveiled at the 2023 Consumer Electronics Show in Las Vegas in early January.

Hailed as “a milestone on the path to the next model generation, the NEUE KLASSE, coming in 2025”, I Vision Dee is described as the world’s first “colour-changing” car.

Minimalist and boxy, the design features a kidney grille that spans the width of the front and blends into the headlights and serves as a canvas for the car’s bright colours – 32 colours which can form hundreds of combinations and patterns.

The BMW Mixed Reality Slider is the central operating control that gradually transforms the windscreen into a full-scale portal to a digital experience. Shy-Tech touch sensors on the instrument panel allow the driver to set four different levels for the digital content to be projected on the windscreen. The levels start with driving-relevant information, adding content from the communications system, moving on to an augmented reality projection, right up to entering a fully virtual world.


Positioned as “the ultimate companion”, BMW i Vision Dee has a voice full of personality that can also be heard outside the vehicle. She intelligently responds to you and the surroundings. Whether while driving or on a virtual journey with BMW i Vision Dee, voice interaction is the most important mode of operation.

“BMW i Vision Dee shows what’s possible when hardware and software are combined,” said Oliver Zipse, CEO, BMW Group.

“This allows us to exploit the full potential of digitalisation to transform the car into an intelligent companion. That is the future for automotive manufacturers – and for BMW, also: the fusion of the virtual experience with genuine driving pleasure.”



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