BMW aims to Dee-light in new design

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Car Design News chats to BMW’s design director, Adrian van Hooydonk, at CES 2023 

The BMW i Vision Dee concept is the clearest look yet into BMW’s new generation of electric vehicles, what it calls its Neue Klasse. The company says its new models, coming in 2025, will focus on circularity, electrification and digitalisation and to get a better understanding of how all this translates in the new concept, BMW’s design director, Adrian van Hooydonk, spoke with Car Design News.

He explained that the initial ideas for the concept began three years ago, but work only really got underway a year ago, with the aim to have something that would put on a real show in Las Vegas. The wow factor is immediately taken care of with the colour-changing E-Ink exterior, the mixed reality displays and the personal assistant, but are there echoes of the the original BMW 3 Series in the design? Is the new form language going retro?

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