BMW’s recent design philosophy has been a prominent talking point among car fans, particularly the design of the kidney grille on models like the latest 4 Series, M3 and M4. Head of BMW Design Domagoj Dukec has talked about the matter before, saying that the brand’s new direction won’t please everyone and that do reach certain customers, there’s a need to stand out.
Of course, plenty have expressed their thoughts on this shift, and among the many that have submitted their thoughts is 14-year-old Zeno. The young but passionate BMW fan understands that loving a brand doesn’t mean blind devotion, and posed some critical questions to BMW CEO Oliver Zipse focusing the design philosophy of BMW cars.
Impressed by Zeno’s courage and honesty, Dukec decided to organise something special for Zeno in an attempt to convince him of the new design approach. This involved bringing Zeno on a virtual tour (due to pandemic reasons) of BMW Group Classic, BMW Welt and BMW Design facilities, while explaining the history of the brand’s designs.
Dukec’s tour alongside journalist and BMW M ambassador Matthias Malmedie involves looking at some very early BMW models like the 328 that had a relatively large and vertical kidney grille. He transitions to other cars along the way, pointing out how the kidney grille evolved with the Neue Klasse (New Class) and E36.
The tour culminates at BMW Welt, where Dukec discusses the latest crop of BMW cars and how the cues of the past are modernised and adapted for the current time. Zeno also gets a chance to share his ideas on a future BMW model, with designer Anne on hand to sketch for him. The video clocks in at nearly 20 minutes, so if you want Dukec to try and convince you too, give it a view.
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nope. still ugly.
beauty lies in the eye of the beholder… personally, i dislike the new grille design (especially The 4). the side, rear look amazing but when coming to the front, urgh. it still boils down to this, if you like it, you buy it.
how low can you go BMW?
cannot convince the buying crowd, had to film the head designer trying to convince a kid that their new designs are beautiful?
just straight up confess, you guys fxxked up with the huge hideous beaver teeth grille.
U r not their target market anyway. Stick to your road king Myvi or superman car proton.
BMW, just admit your wrong decision on front grill design direction, ugly is ugly no matter how you justify it
The fact that BMW made a video explaining why the new kidney grille isn’t bad or wrong to a child says it all. As a current owner/customer, I am considering other cars/brands for my next car. Thanks BMW.
I own Audi A6, benz S400h, bmw 530i n bmw 330i. And u will regret with the suspension quality of Audi, the nvh of rattling benz. Gd luck.
unfortunately they are not gonna be worried with you not buying another x1 1.3
What makes an ugly saint perfect is the handsome look. Never ever upset BMW fans, we are major buyers.
This guy ruined BMW styling so badly by not just the grilles. The hoffmeister kink transformed into a strange being as if he’s ashamed of it, the handles look and feel like a Benz, and the shoulder line is completely gone! These changes really broke my heart. There’s nothing worse than a below-avarage-developer who thinks himself as a revolutionary genius. I hate him!