Could the era of deliberately controversial BMWs be nearing an end? The German brand, which has attracted criticism for its polarising designs, has unveiled two new concepts that hint at a return to the brand’s classic design language. 

Unveiled at the Consumer Electronics Show (CES) in America, both concepts are called i Vision Dee and showcase a range of exterior and interior innovations. According to BMW, Dee stands for Digital Emotional Experience - something the German brand is looking to explore and develop with all future electric models. 

The first i Vision Dee concept features colour-changing panels, which are a further development of the tech shown last year. However, unlike the 2022 show car that could only change from various shades of grey, the 2023 car offers a full range of hues with multiple colours possible. Even the wheels can change colour to match or contrast with the body colours. 

The second i Vision Dee showcases BMW’s ‘user interface’ which goes beyond the usual dashboard and infotainment screen. According to BMW, future electric cars will interact not only with passengers, but with pedestrians. For example, the front of Dee is effectively one giant display screen that houses headlights. The panel can be configured, according to BMW, to show different moods or reactions, such as approval, happiness or astonishment. 

I Vision Dee feature side window projections that can display your chosen avatar as you approach the car

Inside, the Dee introduces a full width head-up display that features user-selectable data to enhance the driving experience. The projected information includes navigation and speed data and can be augmented with warning signs should the driver want it. The projection system also extends to the side windows with BMW suggesting that owners can choose a digital avatar that can welcome them to the car as they approach. 

Owners hoping to see the return of physical switches and buttons will be disappointed to learn that the Dee not only does away with switchgear but uses projected ‘buttons and sliders’ instead of haptic or touchscreen panels. 

Cabin does away with physical and touchscreen switches in favour of projected sliders and buttons

Interestingly, the i Vision Dee takes the form of a saloon rather than an SUV - marking a significant departure for the brand. According to BMW, saloons remain “at the core of the BMW brand”, which suggests that all-electric non-SUVs are part of BMW’s plans. The Dee concept cars also hint that BMW is looking to return to more classic shapes. The rear D-pillar, for example, marks the return of the ‘Hofmeister Kink’, a distinctive bend in the inside edge that was a part of BMW’s design language for decades before being dropped in recent years. 

i Vision Dee features a return of classic BMW design with styling features such as the D-pillar Hofmeister Kink