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BMW i Imaginative and prescient Dee: Nearly Human

8 min read

BMW i Imaginative and prescient Dee: Nearly Human



Think about a world the place your vehicle acknowledges who you might be while you method, and greets you by identify.

A world the place the enduring BMW “Kidney” grille can produce totally different facial expressions, like a smile.

A world the place you may select from 32 totally different colours in your automobile, and alter them from one to a different colour at will.

A world the place the high-tech in your automobile is so high-tech, the identify of your automobile suggests the automobile’s refined software program and person interface means it’s virtually human.


For those who’re sufficiently old to recollect the tremendous common space-age cartoon, The Jetsons, then you definately’ll bear in mind flying automobiles that talked to you and took you the place you needed to go with out asking.

Just lately, at a personal room the place no cameras have been allowed on the BMW middle in Munich, Germany, Pursuitist and different choose automotive and way of life media have been invited to fulfill Dee, a full-electric, mid-size sedan that, within the phrases of Yogi Bear, is “smarter than the typical bear.” Yogi was proper, however Dee, an acronym for Digital Emotional Expertise, is approach smarter than something on the street proper now, and takes us even nearer to the automobiles depicted many years in the past in The Jetsons cartoons.

Dee’s full identify is BMW i Imaginative and prescient Dee, a formidable idea automobile BMW calls “a brand new and futuristic mid-size sedan with a brand new and pared down design language.” The intention of Dee goes again to the identify: to create a stronger bond between individuals and their automobiles. Beginning in 2025, fashions in what BMW calls the NEUE KLASSE (New Class), will start to characteristic most of the high-tech and synthetic intelligence options that make up the core of i Imaginative and prescient Dee. The primary NEUE KLASSE characteristic launched shall be a Head-Up Show that extends the full-width of the windshield.

The complete width of the windshield! Seeing it in operation was fairly mind-blowing.

“With the BMW i Imaginative and prescient Dee, we’re showcasing what is feasible when {hardware} and software program merge. On this approach, we’re in a position to exploit the total potential of digitalization to rework the automobile into an clever companion. That’s the future for automotive producers – and, additionally, for BMW: the fusion of the digital expertise with real driving pleasure,” mentioned Oliver Zipse, Chairman of the Board of Administration of BMW AG. “On the identical time, BMW i Imaginative and prescient Dee is one other step on the street to the NEUE KLASSE. With this imaginative and prescient, we’re wanting far into the longer term and underlining the large significance of digitalization for our upcoming product generations.”

With its clever, virtually human capabilities, BMW i Imaginative and prescient Dee accompanies drivers not solely by means of real-life conditions on the roads, but in addition of their digital setting.

“A BMW lives by its unparalleled digital efficiency. BMW i Imaginative and prescient Dee is about excellent integration of digital and bodily experiences,” mentioned Frank Weber, member of the Board of Administration of BMW AG answerable for Growth. “Whoever excels at integrating the shopper’s on a regular basis digital worlds into the automobile in any respect ranges will reach mastering the way forward for car-building.”

Working together with the superior Head-Up Show (HUD), the BMW Combined Actuality Slider is the digital spotlight and central operation controller of Imaginative and prescient i Dee. By means of sensors on the instrument panel, drivers can decide how a lot digital content material they need to see on the HUD. There’s a five-step choice vary that features analog info, driving-related info, communications system data, augmented actuality projection (suppose superior navigation for instance) and digital worlds. Even the home windows are dimmable must you need to steadily fade out actuality. In response to BMW, the Combined Actuality Slider may be utilized in an immersive approach that engages totally different senses with out requiring any extra instruments, creating a brand new dimension of driving pleasure for the person.

Voice and Phygital Icons

Future NEUE KLASSE tech and AI enhancements will embody voice and “phygital” icons. Phygital is a advertising time period that describes melding digital experiences with bodily ones.

Stroll as much as Dee, and he or she provides a personalised welcome state of affairs that mixes graphical components, gentle and sound results.


Dee can be pushed by the premise that pure language serves as the best, most intuitive type of interplay, enabling excellent understanding between people and their automobiles. The headlights and the closed iconic BMW kidney grille additionally kind a standard phygital icon, permitting the automobile to supply totally different facial expressions as talked about earlier on this story.

This implies Dee can speak to individuals and, on the identical time, categorical moods akin to pleasure or astonishment visually. Dee can even challenge a picture of the motive force’s avatar onto the aspect window to additional personalize the welcome state of affairs.

Auto Professional Kimatni Rawlin’s Dee Avatar


Clean Canvas

In a automobile that incorporates many “wow” options, probably the greatest is Dee’s E Ink expertise. Dee’s idea physique was outfitted with 240 E Ink segments, with every section totally controllable and with the power to showcase as much as 32 colours.



We visited a BMW analysis and tech lab, and noticed how the E Ink expertise is developed and produced, together with how a laser slicing course of is used to trim the digital movies utilized in manufacturing.

Dee E Ink segments in manufacturing


E Ink may be programmed for animations as effectively. Mix this together with your customized digital avatars, and every little thing about BMW i Imaginative and prescient Dee is a visible feast.

Dee Inside

Inside, digitalization goes hand in hand with the reductive use of supplies, working controls and shows to make sure nothing distracts from the digital expertise and enhanced driving pleasure. The unconventional design of the steering wheel, with its central vertical spoke, creates touchpoints that come to life when approached or touched and may be operated by shifting the thumb. These phygital touchpoints management choice of the content material projected onto the windscreen and, along with the HUD, assist the protection precept of “palms on the wheel, eyes on the street.”

“With BMW i Imaginative and prescient Dee, we’re exhibiting how the automobile may be seamlessly built-in into your digital life and develop into a trusty companion. The automobile itself turns into your portal to the digital world – with the motive force at all times in management,” mentioned Adrian van Hooydonk, head of BMW Group Design. “Applied the appropriate approach, expertise will create worthwhile experiences, make you a greater driver and easily carry people and machines nearer collectively.”

Dee Styling

BMW i Imaginative and prescient Dee styling options brief entrance and rear overhangs surrounding 4 hardware-free doorways. Recyclable physique elements and inside supplies closely used.  It jogs my memory quite a lot of the Maserati Bi-Turbo sedan from the Nineteen Eighties, which was a really engaging automobile.


Keep Tuned

On the current 2023 Client Electronics Present (CES) in Las Vegas, Nevada, BMW confirmed a few of Dee’s expertise on the BMW iX Circulate. BMW calls the way forward for the model Electrical, Round and Digital. BMW plans to showcase extra NEUE KLASSE expertise over the course of 2023.

Whereas in Munich, BMW additionally showcased their subsequent era of battery cells because the model marches in direction of full electrification, with 50% of whole gross sales to be full electrical by 2030.

The Era Six battery cell (Gen6) may have a 30% sooner charging time, a 30% enhance in vary, shall be produced with 60% much less CO2 emissions, and value as much as 50% much less to supply.

We additionally had the chance to discover BMW’s newest hydrogen gas cell expertise, drive the brand new iX and i4 full-electric automobiles, and expertise a rare session behind the wheel of BMW M2 with blended actuality goggles on.


BMW Hydrogen Gasoline Cell Laboratory


BMW’s factories are additionally planning for the longer term, with new high-tech and really environment friendly manufacturing processes that profit the provision chain and manufacturing points, and in the end profit BMW shoppers.

By later this 12 months, All the BMW Group – BMW, MINI, and Rolls-Royce (and even BMW Motorrad bikes), will provide about 12 all-electric automobiles, together with the stellar i7 luxurious sedan profiled in one other story right here on Pursuitist.

Keep tuned!


BMW in Munich

Munich, the state of Bavaria’s capital metropolis with a inhabitants of about 1.6 million individuals, is house to centuries-old buildings and quite a few museums. The town is thought for its annual Oktoberfest celebration and its beer halls, together with the famed Hofbräuhaus, based in 1589. Within the Altstadt (Outdated City), central Marienplatz sq. incorporates landmarks akin to Neo-Gothic Neues Rathaus (City Corridor), with a well-liked glockenspiel present that chimes and reenacts tales from the sixteenth century. Whereas we have been there, we additionally skilled unimaginable Christmas Villages with distributors, nice meals, and festive decorations.

See Additionally


Christmas Village in Munich


Munich is a worldwide middle for artwork, science, expertise, innovation, training and is well-known for being the house of BMW, Bayerishce Motoren Werke (translation is Bavarian Engine Works Firm). The official founding date of the corporate is March, 7, 1916, with the primary cars getting into manufacturing in 1928. BMW began as an plane producer earlier than vehicle manufacturing started.

Iconic Fashions

The historical past of BMW cars is displayed on the BMW Museum situated close to the Olympiapark in Munich.

BMW Headquarters Tower and BMW Museum in Munich

The museum was established in 1973, shortly after the Summer season Olympics opened. From 2004 to 2008, it was renovated in reference to the development of the BMW Welt, simply throughout the road from the Museum. BMW Welt combines futuristic structure with insights into the current and way forward for mobility. All BMW Group manufacturers are on show, and numerous exhibitions rotate all through the spectacular facility.

Futuristic BMW Welt


BMW Group Vehicles on show at BMW Welt


Whereas we have been there, a show that includes the mighty 3.0 CSL. The 2023 model pays homage to the legendary 3.0 CSL from the  early Nineteen Seventies. The brand new mannequin is the epitome of the vaunted BMW M Vehicles, and continues a formidable M Automobile legacy.


M Supercar BMW 3.0 CSL on show at BMW Welt


You can too get pleasure from eating and purchasing on the BMW Group retailer to buy the newest gear and Group automobile and bike fashions.

Throughout a tour of the BMW Museum, we noticed iconic fashions from the previous and current just like the Isetta microcar (which all 6’9” of me went for a journey in just a few years in the past!), the 2002 and 320i, each of which rescued BMW from exhausting instances and have been unimaginable gross sales successes, and trendy muscle with the vaunted M Vehicles. Shows are arrayed in a vogue that provides you the historical past and the tales behind the automobiles.

BMW Isetta Microcar


Basic BMW Motorbike


One show of word marks BMW’s function in WWII, when compelled labor was used to supply airplanes and bike elements for the Nazi conflict effort. The show lays all of it out because it was again then, and most of the images and tales are disturbing, however reinforce BMW has not hidden from or denied its previous historical past.



Because the late, nice Poet Laureate Maya Angelou as soon as mentioned: “You possibly can’t actually know the place you’re going till you already know the place you may have been.”

BMW understands and shows all of its previous, and with the superb new expertise we skilled, is effectively set for the longer term.


BMW’s of the Previous
Electrical BMWs







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