The BMW i Vision Dee: the Future of Sustainable Driving

At the forefront of automotive innovation, BMW unveiled its latest masterpiece, the i Vision Dee, at the Consumer Electronics Show (CES) 2023 in Las Vegas. Its midsize sedan not only showcases a refined design language but also introduces a revolutionary digital experience inside and outside the car. As BMW’s flagship model, the i Vision Dee represents a leap forward in creating a seamless connection between the driver and the vehicle through its Digital Emotional Experience (Dee). In this article, TSR will explore the key features and advancements that make the BMW i Vision Dee a trailblazer in the automotive world.

What is BMW?

Bayerische Motoren Werke AG, more commonly known as BMW, is a German multinational company that produces automobiles and motorcycles. Established in 1916, BMW has become synonymous with precision engineering, high-performance vehicles, and a commitment to innovation. Over the years, the company has expanded its product range to include electric and hybrid cars, aligning with the growing global emphasis on sustainable mobility.

What is BMW I Vision Dee?

 BMW i Vision Dee

The BMW i Vision Dee represents the next step in the evolution of electric vehicles for the German automaker. Unveiled as part of BMW’s i Series, which focuses on sustainable and electric mobility solutions, the i Vision Dee combines cutting-edge technology with a sleek design, embodying BMW’s vision for the future of electric driving.

Features of BMW Dee

BMW i Vision Dee

Digital Emotional Experience (Dee)

The BMW Dee sets itself apart with its innovative approach to the driver-car relationship, epitomized by the term ‘Dee’ – Digital Emotional Experience. This futuristic vehicle aims to transcend traditional interactions by integrating advanced artificial intelligence, creating an emotional connection between the driver and the car. The centerpiece of this interaction is an expansive Head-Up-Display that spans the entire width of the windshield, providing an immersive and panoramic view.

Mixed Reality Slider and Controls

In a groundbreaking move, BMW concentrates all controls in the i Vision Dee within the Mixed Reality Slider. This slider, enabled by high-tech sensors, allows the driver to personalize the amount of digital content displayed on the Head-Up Display. Ranging from analog content to augmented reality projections and entry into virtual worlds, this feature provides a unique and customizable driving experience.

Head-Up-Display Evolution

The BMW i Vision Dee features an evolved Head-Up-Display, a technology BMW has been refining over the last two decades. The full-width projection on the windshield allows for the display of information on an unprecedented scale. This innovation will become standard in the ‘Neue Klasse’ models from 2025, reinforcing BMW’s commitment to integrating cutting-edge technology into its future lineup.

Humanized Interaction

The i Vision Dee introduces an interactive experience even before entering the vehicle. Dee establishes a connection with the driver through personalized welcome shows that combine graphics, light, and sound effects. Natural language serves as the primary mode of interaction, creating a seamless understanding between the driver and the car. The vehicle’s headlights and closed kidney grille form a phygital icon, allowing the BMW i Vision Dee to express emotions visually.

E Ink Technology and Color Changing Exterior

bmw dee

At CES 2023, BMW showcased the iX Flow with E Ink technology, marking its world premiere. This technology goes beyond the traditional black and white display, offering a fully variable and individually configurable multicolored exterior. The I Vision Dee can display up to 32 colors, with its body divided into 240 segments that can create a mesmerizing array of patterns in seconds.

Minimalist Design

The BMW i Vision Dee embodies a minimalist design both inside and out. Traditional elements like the kidney-shaped grille and circular headlights have been reinvented with digital icons, giving the car a more human character. The interior design is intentionally minimalistic, ensuring an unobstructed focus on the digital experience and the newfound driving pleasure.

Launch and bmw i vision dee price

While the exact launch date and pricing details for the BMW Dee may vary by region, it is anticipated to hit the market in 2025. As with many groundbreaking vehicles, the pricing is expected to reflect the advanced technology and features offered by the i Vision Dee. Potential buyers can expect the cost to be competitive within the luxury electric vehicle segment, aligning with BMW’s commitment to providing accessible, sustainable driving solutions.


The BMW i Vision Dee stands as a testament to BMW’s commitment to pushing the boundaries of automotive innovation. With its revolutionary Digital Emotional Experience, advanced controls, and integration of cutting-edge technologies, the i Vision Dee paves the way for the future of driving. As BMW looks ahead to the ‘Neue Klasse’ models in 2025, the i Vision Dee sets the standard for a new era of intelligent, immersive, and emotionally connected driving experiences.


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