The design language of the new BMW models caused displeasure among many fans.
But the criticism bounces off the design chief.
BMW is causing a stir with a striking design element for some new models.
"Monster kidneys" for various new products such as BMW 4 or 7 series get many fans crazy.
But the chief designers cannot understand the displeasure.
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Munich - What prompted those responsible at BMW to make such a big break in style as happened with the latest innovations from the Bavarian premium brand?
The design department comments on the allegations of angry fans who obviously have a problem with the "monster kidney" of models such as the new BMW 3/4-series, the flagship BMW 7-series or the iX electric SUV.
BMW receives criticism for the new design: "It is not our goal to satisfy everyone"
“Everyone has an opinion on design.
If you want to highlight something that catches the eye, it has to be different, ”BMW design director Domagoj Dukec told
Topgear.com
.
According to him, Bayern have “fans rather than customers” who they want to take with them on this journey into the future.
So did BMW do everything right with the new kidney design?
The German-Croatian is not surprised by the drastic reactions: “I read social media and the press and can see that some people are wondering where BMW is going.
I can assure you that we have a clear idea of where we are going, ”says the man who has been in charge of design since April 2019, because:“ We all love the brand ”.
According to head of design Dukec, the challenge with new BMW models is that customers prefer something that lies outside the familiar line.
The following statement about the controversial design of recently created model series at BMW is also interesting in this context: “It is not our goal to satisfy everyone.
You can't create a design that everyone likes, ”is the verdict of the 45-year-old.
BMW: According to the survey, the design is well received by 20 percent of the participants
If you look at the new BMW 4 Series, supposedly 20 percent of those questioned would like the design of the front section with its distinctive kidney grille.
These are exactly those potential buyers that the carmaker wants to reach with its design: “It suits the type of customers we address.
It is impossible to create something that makes everyone cheer and say: 'This is the most beautiful car in the world' ”, Domagoj Dukec is convinced.
He also recalls the once scolded department head Chris Bangle, who also polarized around the turn of the millennium with his controversial design for models such as the BMW 5 Series (E60): “He was also criticized for breaking with existing conventions.
And now we look back on it with benevolence, ”says Dukec.
BMW and the fear of the "sitting duck": Why the manufacturer wants to keep moving
Another important man in the design of BMW models is Adrian van Hooydonk.
The Dutchman is Head of Design at the BMW Group and is therefore also involved in the realignment with regard to the “face” of the Group's vehicles.
The Dutchman also talks about walking the tightrope between change and anger at the Munich car company.
According to him, BMW has even more customers than other brands who love the cars and don't just buy them.
The 56-year-old puts it this way: “If people love what we do, they may have a problem as soon as we change something about it.
An important aspect for BMW is to create a design in the highly competitive automotive market that appears attractive over a longer period of time: “How will customers react to it in so many years?” However, the fact that a vehicle design is relatively quickly outdated nowadays shows that a model series usually receives a facelift after less than four years.
The topic of change plays an enormous role, especially at BMW, as van Hooydonk reveals: “We become a sitting duck if we don't move.
I think our recipe for success is to move enough so that the company can flourish in the future - but not so much that we lose contact with the fan base. ”The group is also facing a major challenge with regard to drive technology.
(PF)