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An abbreviation for Digital Emotional Experience (and not an internet meme), the i Vision Dee is one of BMW’s key milestones in the development of their Neue Klasse generation of vehicles and showcases not just a new design language for BMW, but also gives us a taste of the future technological advancements that we might see in the not too distant future.
While things like AI and AR might still seem a little far-fetched in terms of automotive UX design, these are the very features the i Vision Dee has been designed to showcase as an experiment to further bridge the emotional gap between man and machine, bringing to life what many deemed to exist only within the realm of Science-Fiction just a couple of years ago. Indeed, BMW themselves call Dee, the “Ultimate companion”.
Of course, we cannot talk about emotion without mentioning its design, while the i Vision Dee is still a conceptual prototype, BMW has had a pretty good track record of bringing their concepts to life, so we wouldn’t be surprised if most of Dee’s exterior lines make their way the BMW’s Neue Klasse. That said, i Vision Dee’s aesthetics are not without references to classic BMW icons too, from the E30’s boxy, square shape and stance, to the E12 and E23’s angled rear boot. There also seems to be plenty of aesthetic nods to Marcello Gandini’s Garmisch concept which BMW brought back to life in 2019. Surely not a coincidence.
5 key takeaways on the BMW i Vision Dee
1 – Dee stands for Digital Emotional Experience and is a key milestone in BMW’s development of the architecture of their Neue Klasse cars and succeeds the i Vision Circular.
2 – Without going into specifics. The Neue Klasse’s development has also been said to be the most expensive project ever in BMW’s history. A huge deal indeed.
3 – While much has been presented in Dee’s AI personality, the tech showcase also demonstrates the huge potential of projection technology, giving occupants the ability to project entire virtual worlds onto the windscreen itself with their “Mixed Reality Slider”.
4- BMW i Vision Dee has nine different facial expressions!
5 – While i Vision Dee’s exterior aesthetic is indeed futuristic, there are plenty of references to iconic BMWs of the past with hints of the E30, E12, E23 and even Gandini’s one-off Garmisch concept underlining the design.
If you’re keen to get up close and personal with the i Vision Dee, she will be displayed at BMW Joy Electrified @ Suntec City from the 27th to the 30th of July.
