BMW's i Vision Dee concept car showcases the automaker's bid for digital leadership with features such as a head-up display that extends across the full width of the windshield, allowing occupants a "mixed reality experience" between the real and virtual worlds.
The prototype will not go into production. Instead it previews functions "far beyond" the level of today's voice control and driver assistance systems, BMW said. The concept's technology will make future cars "portals into the digital world," company executives said.
The concept's windshield-wide head-up display will start to appear in the automaker's Neue Klasse, or New Class, electric vehicles after 2025, BMW said.
With the i Vision Dee, BMW is "underlining the tremendous importance of digitalization for our upcoming product generations," CEO Oliver Zipse said at the concept's unveiling at CES 2023 in Las Vegas on Wednesday.
BMW development chief Frank Weber said the concept integrates virtual and physical experiences. "Whoever excels at integrating the customer's everyday digital worlds into the vehicle at all levels will succeed in mastering the future of car building," Weber said.