BMW unveils human-like car 'i Vision Dee'

Oliver Chipse Chairman, Keynote Speech at US CES

On the 4th (local time), Oliver Zipse, Chairman of BMW Group, introduced the next-generation electrification and digitalization model 'BMW i Vision Dee' at the 'CES 2023' keynote speech event held at the Pearl Theater in Las Vegas, USA. [Image source=Yonhap News]

[Las Vegas=Reporter Choi Seoyun] BMW unveiled the blueprint for its next-generation electrified and digitalized vehicle lineup called 'Neue Klasse' (New Class) on the 4th (local time) in Las Vegas, USA, one day before the world's largest electronics and IT exhibition opened.

Oliver Zipse, Chairman of BMW Group, revealed the future mid-size sedan BMW i Vision 'Dee' concept car during a keynote speech held at the Pearl Theater in Las Vegas. 'Dee' stands for Digital Emotional Experience, reflecting the intention to bring the relationship between driver and car closer than ever.

BMW emphasized the expanded 'Advanced Head-Up Display' (HUD) in the Dee model. Previously, driving information was projected only in a small area in front of the driver's seat, but now the range has been extended to cover the entire vehicle windscreen. The new HUD will be applied to the Neue Klasse lineup scheduled for release in 2025.

Along with the Advanced HUD, the core feature of the Dee model is the 'Mixed Reality Slider.' Chairman Zipse said, "Through BMW i Vision Dee, we have introduced a new realm achievable by combining hardware and software," adding, "We will fully transform the vehicle into an intelligent companion capable of interacting with the driver by maximizing the potential of digitalization technology."

Another element BMW pursues with the Dee model is the 'human-like car.' By integrating graphic elements, lighting, and sound effects, a 'Welcome Scenario' is applied that greets the driver from outside the vehicle. The Dee model, which can engage in a kind of conversation with the driver through voice language, changes the headlights and BMW’s signature kidney grille into various forms. It is also possible for the car to express emotions such as joy or surprise, giving it a kind of facial expression.

Chairman Zipse stated, "This technology represents the future of the automotive industry and, for BMW, signifies the true joy of driving combined with virtual experience, as well as another step toward Neue Klasse," adding, "Under this vision, BMW is not only moving one step closer to the future but also paying close attention to the great importance of digitalization technology in relation to next-generation models to be released."

At the event, Arnold Schwarzenegger, who appeared in past BMW electric vehicle advertisements, attracted attention by appearing on stage in ancient warrior attire after wrestling verbally with the BMW Dee system in a video.

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