BMW unveiled a prototype of the i Vision Dee concept car during the automaker’s CES presentation Wednesday night.
BMW i Vision Dee
The four-door sedan took the stage in crisp white, but later morphed into a variety of colors and patterns to showcase Dee’s E-Ink technology, which will allow owners to configure the car’s exterior with 32 different colors.
https://twitter.com/BMW/status/1611097719992455168
Dee is a flagship prototype for BMW’s next-generation Neue Klasse platform, which the company says will launch in 2025 with a dynamic sedan and a sport-activity vehicle.
Dee, an acronym for Digital emotional experience, is accessible through Joytopia, BMW’s Las Vegas-inspired metaverse, and can be reached after completing some proposed missions within the space.
\ meeting my bestie in Joytopia! my eyes don’t lie, i’m so happy alice is here ❤️ // #DEEMW #THEiVisionDee #TheUltimateCompanion pic.twitter.com/pVwOypj2uh
— BMW (@BMW) January 5, 2023
The presentation featured a very nice video in which Arnold Schwarzenegger recalled the relationship people had with their cars in the 1980s, while the voice of Dee (which, by the way, stands for Digital Emotional Experience) tried to convince the actor and politician that the cars of the future really are the best companions.
At one point, BMW said that Dee has a “digital soul, a personality not only with a voice, but also with facial expressions”. This was made clear by a quote from the movie “Terminator”: “The unknown future is coming towards us. We face it with a sense of hope, because if the Terminator can learn the value of human life, we can too.
Oliver Zipse, CEO of BMW, went thus far as to call Dee “the following stage of human-machine interaction, a idea that cannot truly be disregarded as science fiction as it will inspire our Neue Klasse.”
Ever since the “software program-defined vehicle” started to take preserve, automakers have been looking for new ways to apply that software to create a more customized enjoy for drivers and passengers.
\ hey everyone!! meet the guy that brought me here from the virtual world! // ➡️ https://t.co/gBRegHpvJP
#DEEMW #THEiVisionDee #TheUltimateCompanion pic.twitter.com/32qKLBPPlV— BMW (@BMW) January 5, 2023
CES always offers a wide variety of examples. Last year there was talk of Amazon Fire coming to vehicles and Google Home integration, and this year it looks like there will be talk of in-car gaming.
But BMW is going a step further by proposing not only an emotional connection between human and car, but also a car with emotions of its own.
According to Zipse, BMW hopes to realize this vision by combining software and hardware development to achieve a seamless digital experience. This idea manifests itself in Dee’s head-up display, which features four levels of interaction, what BMW calls its “mixed reality slider.”
The concept suggests how the automobile can seamlessly combine into human beings’s virtual lives, BMW said. “The car itself turns into the portal to the metaverse, with the motive force continually on top of things,” stated BMW Group design leader Adrian van Hooydonk.
“Dee” stands for Digital Emotional Experience.
i’ve been waiting so long for this moment 🥹 so… let’s go hang in Joytopia? // https://t.co/3dwH1FBATi #DEEMW #TheUltimateCompanion #THEiVisionDee pic.twitter.com/5oJ3QS5zhq
— BMW (@BMW) January 5, 2023
Level one offers all the driving and navigation data a driver needs. Level two helps communicate by displaying text messages and calls.
Level three brings together the features of levels one and two and augments navigation data on the windshield, including collision warnings and possible highlighted obstacles. It also displays social media.
Level four goes “far beyond reality.” What does that actually mean? We’re not entirely sure, but the talking Dee said you could bring virtually all your friends into your car.
“Your family, friends and pets without a single animal hair inside the seat, which I love, in a metaverse with no boundaries,” he stated. “You can get together to talk, play, hate and love. Even go sightseeing together, inside the car. It’s like going to the movies in your own car. But the movie is your life.”
Of course, this would probably be in a world where the windows could be blacked out and the car drove autonomously.
BMW and Web3
Last November, it filed trademark applications to enter the metaverse and the NFT space, while a few days ago it announced a partnership with Coinweb to implement blockchain technology into its operations and develop a customer loyalty program through the blockchain in Thailand.
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