At CES 2023, the world got a glimpse of what the future of driving could look like—through the windshield of BMW’s i Vision Dee.

This wasn’t just another concept car. It was a rolling showcase of digital transformation, headlined by a never-before-seen BMW HUD (head up display) that stretched across the full width of the windshield. No clunky projector. No visual lag. Just a seamless, ultra-bright digital interface that responded in real time—setting a new standard for what an auto HUD head up display could be.

But behind this futuristic moment was a real-world engineering challenge and a solution powered by Lincoln Technology Solutions (LTS).

The Vision and Challenge

BMW’s goal? Turn the entire windshield into a panoramic, augmented-reality display—a bridge between digital and physical, where critical information could be layered over the road ahead. Traditional projector-based head up displays lacked the brightness, pixel density, and scalability for this bold concept.

To do this, BMW engineers outlined the stringent technical specifications (outlined in EDC 2024 presentation):

• Deliver extreme brightness for sunlight readability
• Support pixel pitch <0.5 mm for sharp detail
• Panel thinness <30 mm
• Remain compact and low power enough to integrate behind glass
• Avoid image retention or burn-in under continuous use
• Scale modularly across curved surfaces without visual artifacts

“The concept has been enabled by very bright flat-panel display technology… LED-based display technology is a hot candidate for advanced HUD,” noted Dr. Mark Riebe, BMW

 

The Solution: LTS Mini-LED with Full Array Local Dimming (FALD)

BMW partnered with Lincoln Technology Solutions (LTS) to push the envelope of BMW HUD display innovation. Our Mini-LED backlight display technology, known for its brightness and pixel control, became a core enabler.

Key technology highlights:

• Full Array Local Dimming for ultra-high contrast, true blacks, and vivid whites

• Modular Mini-LED panels supporting seamless tiling

• No burn-in risk, unlike OLEDs—ensuring long-term automotive reliability

• Customizable from 6” to 48”, with production ranges of 7” to 10.1”

Watch the Behind-the-Scenes in Making of Backlight

The Results

The result was BMW’s first full-width windshield HUD, showcased in the i Vision Dee concept car at CES 2023. With Mini-LED FALD, BMW achieved a panoramic digital interface without compromising visibility, contrast, or power efficiency.

• Display is fully integrated into the windscreen

• High-contrast digital overlays stay clear even in bright sunlight

• System supports multiple brightness zones for dynamic content rendering

Why BMW Chose LTS?

✅ Proven Mini-LED expertise
✅ U.S.-engineered, veteran-owned precision design team
✅ Custom manufacturing flexibility in size, resolution, and zone control
✅ Decades of reliability in ruggedized, high-brightness display applications

What’s Next?

As automotive head up displays (HUD) evolve from compact projectors to augmented reality windshields, LTS continues to pioneer Mini-LED display technology for automotive, aerospace, and industrial markets.

We invite partners in automotive UX, Tier 1s, and mobility startups to explore how our Mini-LED innovations can elevate their next-gen interface experiences.