Saudi Press

Saudi Arabia and the world
Monday, Jun 02, 2025

BMW takes cues from Apple with radical interior overhaul

BMW takes cues from Apple with radical interior overhaul

BMW AG’s latest prototype could well preview Apple Inc.’s future car: drivers have zero buttons and switches with a super-sleek interior where the windshield acts as a giant voice-controlled display.
Parts of the technologies showcased in the i Vision Dee concept car, on display at this year’s Consumer Electronics Show in Las Vegas, will be available as soon as 2025, according to Chief Executive Officer Oliver Zipse. The vehicle — while using Amazon.com Inc. voice recognition know-how — features software mostly developed by BMW in a bid to shut out tech giants.

“We have to be very vigilant not to give away data,” Zipse said during an event in Munich previewing the i Vision Dee.

“Our car will integrate seamlessly into your digital lives to become a true driving companion.”

BMW’s splashy show at CES comes as Apple’s highly secretive car project faces delays to around 2026 as its self-driving plans have proven too ambitious.

But even with the postponement, Apple’s auto push continues to hang over the industry where incumbent manufacturers struggle to integrate complex digital services.

Software delays holding back Volkswagen AG’s EV roll-out felled its CEO last year. Drivers battling frozen screens and patchy over-the-air updates are contributing to VW losing market share in China, its biggest market.

Mercedes-Benz AG last year recalled 9,100 of its flagship electric EQS sedans in the US to fix a software error that risked disabling rear turn signals.

At BMW, which went for a retro-inspired look for the i Vision Dee reminiscent of its 1960s sedans, developers have had a better grasp on adding to digital capabilities.

Since 2019, BMW has been updating car software wirelessly for a broad suite of functions, including infotainment and safety features. At present, more than 3.8 million BMW vehicles receive over-the-air updates regularly.

“Whoever excels at integrating the customer’s digital worlds into the vehicle at all levels will master the future of car-building,” BMW’s development head Frank Weber said in a statement.

Once in the car, drivers can choose five levels of information to be displayed, ranging from basics like speed to augmented reality with navigation cues projected on the road.

Even when driving, short social media messages can pop up on the side.

BMW’s version of Amazon’s Alexa, named Dee, is meant to provide additional assistance. When the driver approaches the vehicle, Dee registers her identity, opens the door automatically and can express moods such as joy or astonishment with visual cues on the grille and headlights.

Putting all information on the windscreen helps to minimize distraction, Zipse said.

BMW, working on a new software-led vehicle platform slated for 2025, said that a head-up display across the windshield will feature in new models made on the “Neue Klasse underpinnings.”
Newsletter

Related Articles

Saudi Press
0:00
0:00
Close
Paris Saint-Germain's Greatest Triumph Is Football’s Lowest Point
OPEC+ Agrees to Increase Oil Output for Third Consecutive Month
Turkey Detains Istanbul Officials Amid Anti-Corruption Crackdown
Meta and Anduril Collaborate on AI-Driven Military Augmented Reality Systems
EU Central Bank Pushes to Replace US Dollar with Euro as World’s Main Currency
European and Arab Ministers Convene in Madrid to Address Gaza Conflict
U.S. Health Secretary Ends Select COVID-19 Vaccine Recommendations
Trump Warns Putin Is 'Playing with Fire' Amid Escalating Ukraine Conflict
India and Pakistan Engage Trump-Linked Lobbyists to Influence U.S. Policy
U.S. Halts New Student Visa Interviews Amid Enhanced Security Measures
Trump Administration Cancels $100 Million in Federal Contracts with Harvard
SpaceX Starship Test Flight Ends in Failure, Mars Mission Timeline Uncertain
King Charles Affirms Canadian Sovereignty Amid U.S. Statehood Pressure
Iranian Revolutionary Guard Founder Warns Against Trusting Regime in Nuclear Talks
UAE Offers Free ChatGPT Plus Subscriptions to Citizens
Lebanon Initiates Plan to Disarm Palestinian Factions
Iran and U.S. Make Limited Progress in Nuclear Talks
The Daily Debate: The Fall of the Dollar — Strategic Reset or Economic Self-Destruction?
Trump Administration's Tariff Policies and Dollar Strategy Spark Global Economic Debate
OpenAI Acquires Jony Ive’s Startup for $6.5 Billion to Build a Revolutionary “Third Core Device”
Turkey Weighs Citizens in Public as Erdoğan Launches National Slimming Campaign
Saudi-Spanish Business Forum Commences in Riyadh
Saudi Arabia and Spain Sign MoU to Boost SME Sectors
UK Suspends Trade Talks with Israel Amid Gaza Offensive
Iran and U.S. Set for Fifth Round of Nuclear Talks Amid Rising Tensions
Russia Expands Military Presence Near Finland Amid Rising Tensions
Indian Scholar Arrested in Crackdown Over Pakistan Conflict Commentary
Israel Eases Gaza Blockade Amid Internal Dispute Over Military Strategy
President Biden’s announcement of advanced prostate cancer sparked public sympathy—but behind closed doors, Democrats are in panic
A Chinese company made solar tiles that look way nicer than regular panels!
Indian jet shootdown: the all-robot legion behind China’s PL-15E missiles
The Chinese Dragon: The True Winner in the India-Pakistan Clash
Australia's Venomous Creatures Contribute to Life-Saving Antivenom Programme
The Spanish Were Right: Long Working Hours Harm Brain Function
Did Former FBI Director Call for Violence Against Trump? Instagram Post Sparks Uproar
US and UAE Partner to Develop Massive AI Data Center Complex
Apple's $95 Million Siri Settlement: Eligible Users Have Until July 2 to File Claims
US and UAE Reach Preliminary Agreement on Nvidia AI Chip Imports
President Trump and Elon Musk Welcomed by Emir of Qatar Sheikh Tamim with Cybertruck Convoy
Strong Warning Issued: Do Not Use General Chatbots for Medical, Legal, or Educational Guidance
Saudi Arabia Emerges as Global Tech Magnet with U.S. Backing and Trump’s Visit
This was President's departure from Saudi Arabia. The Crown Prince personally escorted him back to the airport.
NVIDIA and Saudi Arabia Launch Strategic Partnership to Establish AI Centers
Trump Meets Syrian President Ahmad al-Shara in Historic Encounter
Trump takes a blow torch to the neocons and interventionists while speaking to the Saudis
US and Saudi Arabia Sign Landmark Agreements Across Multiple Sectors
Why Saudi Arabia Rolled Out a Purple Carpet for Donald Trump Instead of Red
Elon Musk Joins Trump Meeting in Saudi Arabia
Trump says it would be 'stupid' not to accept gift of Qatari plane
Quantum Computing Threatens Bitcoin Security
×