BMWi VISION DEE
The ultimate companion
through real and virtual worlds
One of Icon Incar's longest-term partnerships is with BMW Advanced Design, a relationship and collaboration focused on introducing future brand direction and innovations. The latest project emerging from this partnership is the BMWi Vision Dee, a courageous concept of how an optimistic and emotional experience can be forged with the vehicle itself.
The BMWi Vision Dee show car, announced to the world at CES 2023 in Las Vegas, showcases the future of digital experience which can be expected in the upcoming NEUE KLASSE models starting in 2025.
The next generation features a Head-Up Display spanning the full width of the windscreen, bringing the virtual world into the physical one. This innovation follows their subtle approach to technology, wherein using "smart" materials and surfaces enable occupants to interact with the vehicle's systems through touch.
CLEAN AND FREE OF CLUTTER
In this forward-thinking experience, the instrument cluster and center information display are unified into one projected field. The driver controlled mixed reality slider, seamlessly integrated into the dashboard, controls the content density from a minimalistic information interface all the way into BMW's own metaverse.
DEE = DIGITAL EMOTIONAL EXPERIENCE
This collaboration focused on creating the HUD design language and its projected content, the haptic mixed reality slider, the fictitious animals that lead people into virtual worlds, as well as the expressive animations accompanying the vehicle exterior which utilizes the color-changing E Ink displays.
“With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitalisation to transform the car into an intelligent companion.”
Oliver Zipse, Chairman of the Board of Management of BMW AG
Over the past years, the amount of interactivity and interfaces within show car projects has steadily increased. Our long-time experience and expertise with vision and concept vehicles enable us to help manage and be valuable contributors to advanced design projects.
ADVANCED BMW HEAD-UP-DISPLAY WILL BE FEATURED IN “NEUE KLASSE” FROM 2025.