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PublicitySchwarzie touts the BMW that can change color
While this prototype is presented at the Las Vegas show, the actor is the star of a long advertisement in which we also see K2000 and David Hasselhoff.
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- Michel Pralong with AFP
Arnold Schwarzenegger during the presentation Wednesday in Las Vegas.
Getty Images via AFP
La BMW i Vision Dee (Digital Emotional Experience).
Getty Images via AFP
BMW unveiled a prototype car in Las Vegas on Wednesday that can change color and features digital technologies inside the cabin, such as the projection of information across the width of the windshield.
Baptized BMW i Vision Dee, the car was presented on the occasion of the great annual meeting of consumer electronics in Las Vegas during a mini-show where Arnold Schwarzenegger appeared. The manufacturer had already disclosed at the same show last year a car that can change colors, but only gray.
The body of the new prototype can display a whole palette of colors, uniformly, in bands or in checkerboards. BMW i Vision Dee remains a concept but is meant to inspire the automaker’s new vehicles. The possibility of projecting information such as speed and direction over the entire width of the windscreen, for example, will be available from 2025.
A companion car
BMW also mentioned the possibility of projecting images in augmented reality, or even transforming the entire windshield into a screen, technologies supposed to make it possible to mix “the real and virtual worlds”. The idea is to create through a set of software a “companion” offering a personalized experience, said the group’s boss, Oliver Zipse: the name Dee is the acronym for “Digital emotional experience”, or “Digital emotional experience”. “.
The Terminator actor was amused, pointing out that he was “a little worried” regarding integrating so much technology into a car “since in most of my films, the machine was the enemy”.
At the same time, the car brand unveiled an advertisement on the internet (or rather a short film, because the film lasts almost seven minutes) where we see the actor preparing to shoot a new promo for a BMW. He arrives in Zeus, the costume he wore in the previous ad for an electric car. Then he speaks to a voiceover, extolling all the emotions that the old cars of the 1980s provided while the cars of the future will be cold and impersonal. Check out that ad below.
