iX

Make
BMW
Segment
SUV

BMW has revealed that it will announce what its recent "Dee" social media campaign is all about at January's Consumer Electronics Show. Earlier this month, BMW's social media accounts, including Facebook, Twitter, Instagram, and LinkedIn, were made to look like they were hacked by an anonymous third party that later revealed itself as an entity called Dee. It quickly became apparent that this was not a nefarious hack but a coordinated social media campaign designed to get people talking about the brand.

Now that BMW has captured our attention, the world is waiting to find out what the point of this takeover has been. We don't have much longer to wait, as the Consumer Electronics Show kicks off on January 5 and concludes on January 8.

Based on the style of the social media posts and the way in which Dee has been presented to us, a few theories seem viable. Dee could be a new operating system for infotainment, or it could be a refreshed virtual personal assistant that could replace the "Hey, BMW" function in cars equipped with voice control. Back in August, BMW revealed that we'd get our first look at the Neue Klasse platform at CES in the form of a new Vision concept. Perhaps Dee and this new vehicle are connected; Dee may be a new artificial intelligence-based system that will debut on the upcoming concept.

It's also possible that Dee will have some connection to Arnold Schwarzenegger. He starred as Zeus in BMW's Super Bowl ad earlier this year and has featured in a number of the luxury marque's recent posts on social media. Perhaps Arnie will be the one to officially introduce Dee at the show, but that remains to be seen.

Whatever BMW has planned, it should be special. CES 2022 saw the Bavarian automaker reveal a color-changing BMW iX equipped with a special "E-Ink" technology that was recently announced as one of TIME magazine's best inventions of the year. If Dee wants to grab headlines throughout 2023, it must be as impressive or better.