There’s an awful lot to unpack from the expansive information released by BMW to accompany its latest concept, the BMW i Vision Dee. Unveiled at CES 2023 in Las Vegas, further cementing the show’s importance in the tech mobility world, the awkwardly named i Vision Dee was released alongside a panoply of tech advances, including an emphasis on the ongoing blending of real and virtual worlds.
BMW i Vision Dee concept with E Ink
The concept’s most striking party trick comes courtesy of E Ink embedded body panels, divided into 240 segments. Last year’s BMW iX Flow concept debuted this tech in black and white; the BMW i Vision Dee has the chameleon-like ability to change its exterior using up to 32 colours.
Beyond futuristic peacocking, there are a few potential practical applications for such a showstopping trick – making your car’s colour flash in a busy parking lot, perhaps, or signalling intentions to other drivers. Even the large wheels are segmented into E Ink ‘spokes’, allowing for striking colour combinations.
The form of the panels themselves marks another departure for the Bavarian brand. In recent years, the company’s signature double-kidney grille has expanded into a vast chromed maw, much to the detriment of the once-refined BMW corporate face. This new concept comes full circle, expanding the grille forms into the entire front end of the car, stripping them of decoration and incorporating lights and sensors to make for a simple, elegant ‘face’.
The minimalist theme continues throughout the exterior, which eschews the somewhat gawky proportions of recent mainstream BMW models in favour of a simple, purist line. If anything, it evokes the meticulous balance of ‘three box’ BMWs from the 1970s and 1980s; a bonnet, body and boot. In this respect, BMW is following companies like Hyundai, showcasing electrification through a retro-futuristic, synthwave-drenched visionary approach.
The other key tech is ‘digital performance’. ‘Dee’ stands for Digital Emotional Experience, and the concept blends its bank of screens with what BMW calls a ‘Mixed Reality Slider’. The stripped-back interior has a five-step selector that allows customers to ramp up their information levels from a basic ‘analogue’ set-up all the way to full ‘phygital’ immersion, with dimmable windows that can ‘gradually fade out reality’. On the exterior, the E Ink panels and grille can be used to change the ‘emotional’ appearance of the car.
Will this ever reach production? In terms of silhouette, the BMW i Vision Dee offers a template for the next generation of 3-Series, one of the mainstays of the BMW range. The company’s concepts flip between lightly disguised versions of production-ready cars and far-future speculations. There’s nothing about this new vision that is particularly far-fetched – although the E Ink paintwork probably isn’t ready for the real world just yet.
BMW has dubbed its projected design direction the Neue Klasse, marking a post-combustion pivot point for the company. With design stripped back to a minimum, information and entertainment are set to become more and more important, not just to customers but to the company’s bottom line.
BMW is controversially pressing ahead with plans to bundle many common optional extras, like the Parking Assistant Professional system, into a series of monthly subscription models. Self-expression, seamless communication, and all-round digital immersion might well be the future of mobility, but it looks like it’ll come at a price.
-
Mark your calendars for Mount Street Neighbourhood Summer Festival, a feast for the sensesThe event, 12-14 June 2025, showcases the mix of food, art and community in the heart of London’s Mayfair. Here's what to expect, from afternoon tea to aperitivo, film screenings to biodynamic flowers
-
This colourful Rimowa luggage is made to stand out on the beltRimowa’s bright new hues capture a trend for bold luggage – a riposte to the sea of black and grey on the luggage belt
-
Taste a Louis Vuitton summer in sun-drenched Saint-TropezThe Arnaud Donckele & Maxime Frédéric at Louis Vuitton restaurant returns to the White 1921 Saint-Tropez hotel for its third edition, now with a Michelin star
-
The Peugeot E-5008 is an adept but ostentatious take on the all-electric SUVPeugeot has swapped its seductive design language for something shoutier and less discrete as it attempts to conquer the electric SUV segment with the new E-5008
-
The Micra (finally) goes electric as Nissan ramps up its range of EVsThe compact Nissan Micra was once a global bestseller. After getting an early head start on electric mobility, the Japanese giant is looking to a new version of its small car to recharge its status
-
Mika Cars wants to build the Mino, a sporty, ultra-compact electric two-seater for the open roadAn evolution of Mika’s Meon electric beach buggy, the little Mino is an ultra-light EV with big-car aspirations
-
Our pick of the reveals at the 2025 New York Auto Show, from concept SUVs to new EVsInterest in overseas brands remained strong at this year’s NY Auto Show despite the threat of tariffs designed to boost American-owned brands
-
Mercedes-Benz previews its next-gen people mover with an ultra-luxury EV conceptThe Mercedes-Benz Vision V Concept is an art deco picture palace on wheels, designed to immerse passengers in parallel worlds as they travel
-
2025 Seoul Mobility Show report: all that's new and notableOpened at a time of high national drama, the 2025 Seoul Mobility Show has gone on to underscore Korea’s place at the cutting edge of the auto industry. Guy Bird was there
-
BMW celebrates half a century of its pioneering Art Car project with exhibitions and moreWe present a portfolio of the artists who have contributed to 50 years of BMW Art Cars, including Andy Warhol, John Baldessari, Jenny Holzer and David Hockney
-
Meet the final drivable prototype of the Telo MT1 pickup truck, shaped by FuseprojectThe Telo MT1 is a modestly scaled EV that turns the traditional all-American approach to pick-up truck design on its head
