CDA
June 22, 2023
BMW will continue with its “controversial” stylistic strategy, which is giving them good results, according to the brand’s head of Design.
The latest BMW designs have generated quite a bit of controversy among fans and the media. The exaggerated “kidneys” of the grille of the M3, the separated headlights of the X7, etc. have caused negative reactions even among former senior officials of the brand. From the Bavarian company, however, the stylistic strategy of the brand has always been defended, which seems to have continuity in the future… albeit with some caveats.
This was expressed by the director of Design of the BMW Group, Adrian van Hooydonk, who, after clarifying that the company is not ignoring what fans are saying, has pointed out that in the future the aesthetics of future BMWs could take a cleaner direction.
Continuity in design…with caveats
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“We heard it. We see it,” van Hooydonk explained in an interview for Top Gear, adding that “it also we look at our sales figures and they look good«. With all this, according to van Hooydonk, “we feel that in our work we have to keep adding new elements to the design, we can’t keep repeating what we have”.
And that in the future translates into changes, though not on a large scale. “I think that in the future the important thing will be that our design is cleaner,” explained the head of the design of the Bavarian group’s models. “We will design the grill according to the proportion of the vehicle in general, or according to the expression that we want to give it.”
It may interest you: This is how the BMW kidneys have evolved
And it is that the design is a constant evolution, and more in BMW. As Van Hooydonk has explained, right now, BMW designers are working on vehicles coming out in 2025 and 2026. They’ll be on the road until 2033, so the department has to come up with vehicles that will still look good a decade from now.
It is not something that is being done randomly. «We have a pretty good idea of where we’re going, so it’s not like we’re experimenting. It’s a very deliberate process.”
