Designing cars is a hard job. And an unforgiving one. Just look at the flak BMW has sustained for taking an edgy, nonconformist approach to its styling DNA. It has been unapologetic about the result, even when faced withering criticism - most notably for the iX, which seems like a deliberate attempt to transgress any conventional notion of elegance or attractiveness. The broader subject of kidney grilles hardly needs revisiting here.
But change is afoot. Lots of it: ‘The BMW Group is completely reorganising its Design division’ proclaims a statement in its opening salvo. Not due to any external influence, of course (heaven forbid we think that) but because Adrian van Hooydonk, the department’s long-standing supremo, reckons the sheer number of challenges required a wholesale and arguably unprecedented rethink. “Technology and customer preferences are currently changing faster than ever,” he noted.
Well, yes and no. Fashions change; class is forever. And BMW has been running tragically short of the later. Hence the most important aspect of what amounts to musical chairs within the restructure is likely to be the arrival of Maximilian Missoni, the man who has spent the better part of a decade patiently explaining to everyone that Polestar was a design-led enterprise from day one - a notion that actually played out in its product lineup.
Crucially, he will be responsible for overseeing the appearance of upper mid-size and luxury-class BMW models - arguably the place where the current design language is doing the most harm. Encouragingly, a new generation of BMW Alpina product is part of his remit. Domagoj Dukec, the man who has guided the core range up to this point, will now oversee Rolls-Royce’s studio, including the Bespoke and Coachbuild departments. Oliver Heilmer, previously the Mini design boss, will take over responsibility for all compact and mid-size BMWs, including future M cars.
Given how long it takes for the automotive wheel to turn, it will obviously be some time before the influence of any one designer filters into the real world (the current portfolio is already said to have been finalised up to 2029) but with each new boss responsible for choosing the management team beneath them, it seems likely that a new brand identity - beyond the Neue Klasse stuff already in the pipeline - is in the offing.
Naturally, Missoni will be expected to respect BMW’s traditions, but the striking minimalism he brought to Polestar, especially in statement show cars like the Precept (destined to become the Polestar 5 next year) ought to be welcomed at his new employer. “More than ever, every single detail matters,” suggested van Hooydonk. If that is to be the key theme moving forward, alongside ‘harmonious integration’, the evidence suggests his latest recruit is well placed to succeed. Here’s hoping anyway.
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