I’m almost sad to not be in Las Vegas for the annual Consumer Electronics Show, and for the second year running, that fear of missing out is due to a new augmented reality display for cars. Last year, it was a new in-plane holographic optical element display from Texas Instruments that projects an image onto the surface of the windshield, unlike a traditional head-up display, which throws a smaller image out into space ahead of the driver.

This year, it’s a new BMW concept car that previews some of the tech we’ll see in the company’s Neue Klasse EVs, which will feature full-windshield augmented reality when they go into production in 2025.

The concept is called the BMW i Vision Dee, with the “Dee” standing for “digital emotional experience” rather than suggesting that BMW designers are fans of It’s Always Sunny in Philadelphia.

It’s a companion piece to the BMW i Vision Circular we saw in 2021. That concept explored more sustainable manufacturing; this one tries out new human-machine interface ideas, including a mixed-reality slider that lets drivers decide how much digital content they want the car to show them, with everything from basic driving information to virtual worlds being projected onto the windows—of course, that mode is only meant for use with autonomous driving.

“With the BMW i Vision Dee, we are showcasing what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitalization to transform the car into an intelligent companion,” said BMW Chairman Oliver Zipse. “That is the future for automotive manufacturers—and, also, for BMW: the fusion of the virtual experience with genuine driving pleasure. At the same time, BMW i Vision Dee is another step on the road to the Neue Klasse. With this vision, we are looking far into the future and underlining the tremendous importance of digitalization for our upcoming product generations.”