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  • Cheryl Tan

CES 2023: BMW i Vision Dee Is A Prototype Car That Pushes Physical And Digital Boundaries!

BMW’s biggest announcement this year at CES 2023 is right behind us, and this prototype, the Vision Dee, is incredible.

First off, while it is a prototype, it showcases BMW’s vision for the Neue Klasse, which is set to launch in 2025. Dee stands for Digital Emotional Experience, and it is BMW pushing the boundary between physical and digital. And while you might find it easy to dismiss Dee as just another voice assistant, BMW is envisioning so much more for it.


There are levels of mixed reality that can be adjusted with a slider, with level 1 being the standard supportive and navigational data, while bumping it up to level 2 gives the ability to text, answer phone calls and all that to stay engaged with your family and friends.

Level 3 takes it up a notch by visualising your social media, so you might see hearts floating up on your screen when your Twitter post gets a like, for example. At level 4, this is where it goes “way beyond reality”, according to Dee. The keynote shows a futuristic digital world overlay, and Dee even says you can bring all your friends and family in the car. Not quite sure how that’s going to work, but we reckon level 4 of the mixed reality slider will involve some autonomous driving for sure.

The whole idea that’s driving this concept is that BMW wants your car to not only be a car, but a faithful companion that is able to learn and grow with your needs, and honestly? We can’t wait to meet Dee when she comes around.

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