Home / Social media / News / The BMW i Vision Dee debuts in Las Vegas - features 32 exterior colours ON THE SAME CAR.


The other day the automotive world watched the official BMW social media accounts with a hawkeye because it looked like they were hacked. The “hacker” was pretty tame though, none of the posts were offensive or defamed the brand in any way, which was the first clue that things were more orchestrated and more along the lines of a PR stunt. It turns out that Dee is an acronym for Digital Emotional Experience and it’s part of an all-new, technologically-advanced BMW model called the BMW i Vision Dee. This new car is a futuristic mid-size sedan with a new and pared-down design set to be properly revealed to the world at the upcoming 2023 Consumer Electronics Show in Las Vegas. “With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitalisation to transform the car into an intelligent companion. That is the future for automotive manufacturers – and, also, for BMW: the fusion of the virtual experience with genuine driving pleasure,” said Oliver Zipse, Chairman of the Board of Management of BMW AG. “At the same time, BMW i Vision Dee is another step on the road to the NEUE KLASSE. With this vision, we are looking far into the future and underlining the tremendous importance of digitalisation for our upcoming product generations.”

Basically, if we summarise the expansive presser, Dee is designed to not only be a mode of transport, but a sort of an intelligent digital bestie with its intelligent, almost human capabilities, it accompanies drivers not only through real-life situations on the roads but also in their digital environment. “A BMW lives by its unparalleled digital performance. BMW i Vision Dee is about perfect integration of virtual and physical experiences,” said Frank Weber, member of the Board of Management of BMW AG responsible for Development. “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.”  While there’s a heck of a lot to this new slice of technology, the part that’s being used to make some waves is the exterior, the BMW i Vision Dee is divided into 240 E Ink segments, each of which is controlled individually and this allows an almost infinite variety of patterns to be generated and varied within seconds which basically turns the car into a mobile chameleon. Take a look below at all the colourful samples of what the car can look like, this single model features 32 exterior colours. As said, there is so much more to this car, it's actually rather amazing and we're sure that some of the tech will start trickling down into regular production models, like that windscreen-wide heads-up display. Rather watch the promotional video and let Arnold Schwartzenegger take the lead on getting this car's story out into the world.

Take a look at the YouTube video that finally reveals all that weird stuff going on with the BMW social media accounts over the last month - turns out it was all "carried out" by an all-new electric offering called the BMW I Vision Dee: The Dee Movie | Meet the BMW i Vision Dee | BMW

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