During the unveiling of the BMW i Vision Dee, BMW took the opportunity to showcase its new windscreen-wide Head-up Display (HUD) digital technology. BMW says that the technology will be available in its ‘Neue Klasse’ cars starting 2025.
Recently, the BMW social media accounts were apparently ‘hacked’ by an artificial intelligence entity named ‘Dee’. It turned out to be the brand’s way of announcing its new ‘Digital Emotional Experience’ (DEE) that aims to create an even stronger bond between people and their cars going forward.
With the unveiling of the BMW i Vision Dee, we can expect many of the features showcased to eventually be available in future BMW production cars. One feature from the i Vision Dee that BMW has confirmed for its future productions cars is the new HUD that spans the entire width of the windscreen, providing a rather immersive experience.
BMW AG Chairman of the board of management, Oliver Zipse said, “It is more than a vision. We bring this innovation into the ‘Neue Klasse’. As early as 2025 – the year after next – our customers will be able to experience this completely new technology in their vehicles.”
The windscreen-wide HUD only becomes recognisable as a display once it is activated. With ‘Shy-Tech’ sensors on the instrument panel, drivers can decide for themselves how much digital content they want to see on the advanced Head-Up Display. The five-step selection ranges from analogue, to driving-related information, to the contents of the communications system, to augmented-reality projection, and entry into virtual worlds.
What the vast HUD has done (at least to the BMW i Vision Dee) is create an empty dashboard. There are still some ‘Shy-tech’ controls on the dashboard, but generally, it is a look Marie Kondo would approve of.
BMW says that it is known in the automotive sector as the “trailblazer for the Head-Up-Display” and has “systematically refined this technology over the past two decades”. With the HUD in the i Vision Dee, BMW believes it has demonstrated the huge potential of projection technology.
BMW has been generally conservative with its cars in terms of digital displays, especially when you compare it to other German brands. The windscreen-wide HUD skips the ‘multiple-screen’ phase and jumps straight into full-on projection technology.
The digitalisation of in-car controls and displays has generated mixed reactions with Volkswagen recently announcing that it will return to tactile buttons from capacitive buttons. A study has also shown that buttons are better than touchscreen controls. What are your thoughts on BMW’s windscreen-wide HUD? Share them with us in the comments section below.