BMW “Hacked” In Weird Teaser Campaign For Something Called Dee

What is God? That’s a question asked by those who follow BMW on social media, as Dee appears to have taken over the company’s online presence. It started in the early hours of December 13th, and after a few posts on several BMW social channels, all we can say for sure is that Dee looked decent.

We can also tell you that this is kind of an official teaser campaign for BMW. At first, more than a few people wondered if the German brand had actually been hacked. Mastering multiple social media channels at once would be a daunting task, but to clear all doubts, BMW has it covered Dee’s official web page it includes an invitation to subscribe for other updates.

Obviously, we’re in the early stages of an announcement but BMW isn’t offering a definitive answer at this point. We said definitive as there may be some clever clues in the many posts Dee has shared online. The prevailing theory among commenters is some sort of new driver-assist software that activates with voice, remembering the tonality used in posts. Dee also asked some curious questions, such as hello, anyone there? and how do i drive this thing? There is also the first social post stating I’m taking over now, which can be a reference for a hands-free propulsion system.

Another theory is that Dee is some sort of new BMW subscription service. Honestly, we suspect many commenters saying such things online are being cheeky, given BMW’s recent trend of making a wide range of vehicle options accessible for a monthly subscription fee. A dedicated subscription service for BMW EVs could fit in theory, given that one of Dee’s Instagram teaser posts specifically references the iX and i7.

Keep in mind that this is just a theory, but the BMW website offers one final hint. Custom web page URL says nextgen2023, so we should at least get an answer sooner rather than later. With the Consumer Electronics Show (CES) just around the corner, it could be the ideal place for BMW to reveal some of its next-generation technology to the world.

Have your own theory? Jump to the comments and we’ll see about unraveling this mystery together. Or, you can check Rambling About Cars podcast, available below.

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