The first big motor show of the year hasn't been a motor show for a long time now. It's the Consumer Electronics Show (CES) in Las Vegas, usually held in early January and a burgeoning showcase for high-end carmakers to launch new concept cars and (especially) technology.
CES 2023 kicks off on January 5 and carmakers have been teasing their forthcoming wares for weeks now. But BMW has taken the idea of a tease to extremes by employing the services of two 1980s action TV and movie icons.
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Both David Hasselhoff and Arnold Schwarzenegger have featured in BMW Instagram posts this month talking to/about a mysterious virtual presence called "Dee".
The Hoff appears in full Knight Rider character (iconic TV show, 1982-86, talking car, look it up kids), reunited with KITT in one short post, before being interrupted by a phone call. In a second post (above), he and KITT chat about the mystery that is Dee and look forward to CES.
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In an earlier post, Schwarzenegger appears in full motion-capture suit, getting help from Dee to try on new (virtual) clothes. Again, CES in January is referenced.
Oh, and Dee (#DEEMW) has been "hacking" BMW's Insta all month with brief greetings and messages, while BMW admin tries to catch her. Ha ha ha, and so on.
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Hmmm. And you though BMW's cars were weird.
All will be revealed next month at CES. BMW chief financial officer Nicolas Peter has already announced the company will have a new Vision concept car at the show, showcasing its bespoke Neue Klasse EV platform: “At the CES in Las Vegas, we will be presenting a visionary vehicle that will underpin our digital expertise. The future of the BMW Group is electric, circular and digital.”
So, a new EV concept, digital assistants, vintage entertainers and a tip of the hat to the world's most famous talking car. More to come next month.