BMW’s iVision Dee concept is a crucial styling study that hints at the forthcoming debut of their fully-electric 3 Series in 2025. This momentous occasion could have been easily promoted with something more traditional, yet BMW instead chose to opt for an offbeat short film featuring two actors who were popular during the 80s and 90s era.

Arnold Schwarzenegger stars and David Hasselhoff drives KITT in the movie. Arnold has a dialogue with Dee, BMW’s artificial intelligence-based personal assistant that is built into one of its vehicles; they have different perspectives on whether cars were better back in the 1980s or if today’s technology-laden options are superior.

After watching, we were left somewhat perplexed as to the message. Arnold was compelling in his argument for classic cars and engineering while Dee mocked nearly all of what he said. Eventually, it seems that they both concluded that modern way is superior but viewers still supported Arnold who appeared unconvinced at best.

The movie exposes a number of issues that BMW is likely debating currently. The car manufacturer understands that it has to move away from its core values in order to transition into electric vehicles, but doing so may cause the brand’s reputation to become weakened.

Recently, the Bavarian car maker has been failing to live up to its previous designs from decades ago. These iconic shapes are now sought-after collectibles due to their blend of simplicity and sophistication, where being premium was more about superior engineering than excessive features. Unfortunately, some of their latest models have strayed away from this alluring balance.

Yet, the film serves to remind us that times have changed and BMW must evolve in order to keep pace with progress.

Source: insideevs