The design of BMW i Vision Dee has been deliberately pared down to focus attention on the digital experience and the DNA of the BMW brand. The exterior is defined by the classic three-box sedan design that forms the core of the BMW brand. Traditional design elements, like the BMW kidney grille, twin circular headlights and the Hofmeister kink, are reimagined, with phygital icons replacing analogue elements. This gives BMW i Vision Dee its own digital, but human, character.
The unconventional design of the steering wheel, with its central vertical spoke, creates touchpoints that come to life when approached or touched and can be operated by moving the thumb.
These physical touchpoints control selection of the content projected onto the windscreen and, together with the Head-Up Display, thus support the principle of “hands on the wheel, eyes on the road”.
Inside, digitalization goes hand in hand with reductive use of materials, operating controls and displays to ensure nothing distracts from the digital experience and the new feeling of enhanced driving pleasure.
In this way, we are able to exploit the full potential of digitalization to transform the car into an intelligent companion. That is the future for automotive manufacturers
In this way, we are able to exploit the full potential of digitalization to transform the car into an intelligent companion. That is the future for automotive manufacturers The name “Dee” stands for Digital Emotional Experience – and that is precisely its aim: to create an even stronger bond between people and their cars going forward. Future digital functions will go far beyond the level of voice control and driver assistance systems we are familiar with today.
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