▲Oliver Zipse, Chairman of BMW Group, is giving a presentation at CES 2023. (Photo: CES 2023 YouTube broadcast capture)

BMW Chairman CES 2023 Keynote Speech… Emphasizes User Experience
HUD, HUD control sensor, exterior color change technology revealed

The BMW 2025 concept car allows users to choose the color and pattern of the vehicle, as well as the amount of information displayed on the windshield. When you get close to the car, the car greets you with a smile with its headlights.

Oliver Zipse, Chairman of the Board of Management of BMW Group, unveiled BMW's keywords and the concept model BMW i Vision Dee in his keynote speech at CES 2023 on the 4th (local time).

▲ BMW i Vision Dee (Photo source: BMW)

Oliver Zipse, chairman of CES, said that the most important thing to talk about at CES 2023 is 'digital', and that automotive digital leadership is not about large screens or high processing power, but about 'user experience'.; and explained that it is important to make the time spent with the car on the road enjoyable.

In fact, all of the people who spoke in the keynote speech, including Chairman Oliver Zipse, emphasized the word ‘companion.’

To achieve this vision, BMW introduced Dee, which was developed with a focus on condensing the digital, emotional, and experience aspects of mobility and creating a deep bond between people and cars.

He announced that Dee will go beyond voice recognition and assistance systems and that the HUD will extend to the full width of the windshield, and that it will be installed in the Neue Klasse (New Class), the Next All New BMW Model Generation scheduled for launch in 2025.

▲BMW Dee's HUD and Mixed Reality Slider (Source: BMW)

BMW's new HUD is paired with a Mixed Reality Slider.

The Mixed Reality Slider has five levels and allows you to adjust the amount of content displayed on the HUD using the Shy-tech sensor on the side of the steering wheel.

Level 1 is analog, level 2 is driving-related information, level 3 is communication system, level 4 is augmented reality projection, level 5 is virtual reality, and the Mixed Reality Slider can even control the amount of light coming in from outside the window.

BMW's DThe digital experience starts before you even get in the car.

A customized welcome scenario technology using light and sound effects was also introduced, allowing vehicles to communicate with people while also displaying facial expressions and feelings.

Sound and voice are the simplest and most intuitive interactions between people and cars.

In addition, BMW created icons with its headlights and grille, allowing the vehicle to display a variety of expressions.

Following the vehicle exterior change to black and white that was showcased at CES 2022, CES 2023 also showcased technology that changes into a total of 32 colors.

The vehicle's exterior is divided into 240 parts, each with its own color, and has been developed to create a variety of patterns.

The laser cutting process and electronic control design were developed in collaboration with E Ink.

▲ Stella Clarke E Ink Color Changing System Project Engineer (Photo: CES 2023 YouTube Broadcast Capture)

Stella Clarke, E ink's Colour Changing System project engineer, showed off the technology by saying that it doesn't consume much power to change or maintain colour.

He continued, “Colors represent a person’s personality and are also used to express emotions,” and explained, “It will be fun to be able to change the color to the color you want depending on what you are wearing that day, your mood, and the weather.”