Each brand would likely desire a distinctive design element that instantly distinguishes it worldwide. Possessing an icon that resonates with customers at first glance is invaluable for marketing. BMW not only boasts one such marker but is fortunate to lay claim to two. However, according to BMW’s design leader Adrian van Hooydonk, there are additional, more unifying traits that should visually characterize the company’s offerings.
During a recent dialogue with BMW Group Classic’s JP Rathgen, van Hooydonk was questioned about BMW’s possible overreliance on its two primary design elements: the iconic kidney grilles and the Hofmeister kink, a small c-pillar/window slant present in nearly all of the automaker’s vehicles since the 1970s.
“I’d argue that a BMW is not merely defined by the grille, lamps, or Hofmeister kink,” van Hooydonk remarked. “It’s about harmony, precision, the treatment of surfaces, and lines.”
2024 BMW X2 | BMW
Indeed, whenever an individual spots a new BMW on the street, they invariably exclaim, “I hadn’t seen that vehicle before, but I recognized it as a BMW by its treatment of surfaces and lines!”
Joking aside, I perceive van Hooydonk’s perspective. As a designer, one cannot stagnate or rely on nostalgia as a crutch. “To progress, you mustn’t merely replicate the past. At times, you need to introduce new elements and occasionally this entails modifying some of the icons,” he articulated.
While his statement holds merit, I would contend that the development of cherished designs doesn’t necessarily have to be as groundbreaking as BMW has undertaken recently. Moreover, van Hooydonk’s argument could be interpreted as a defense of recent controversial projects that transpired under his guidance, such as the BMW XM. Designs, even those with iconic status, can adapt and progress without forsaking their legacy, a pitfall that BMW has recently stumbled into.
BMW Neue Klasse | BMW
The only other marque with a grille design as unmistakable as BMW’s is Jeep, and all its contemporary grilles have subtly evolved without being offensive or garish. The kidney grille and Hofmeister kink do not hinder BMW; quite the contrary. If utilized adeptly, these iconic design elements can root the manufacturer’s latest models in history and link designers with a beloved portfolio even as they explore and stretch boundaries.
Fortunately, it appears that BMW is progressing in the right direction. The Neue Klasse concept features a distinctive kidney grille that integrates with the headlights. However, as the grilles are expansive like wings, instead of tall, the front profile more closely resembles that of a classic BMW. In essence, the overall exterior of the Neue Klasse amalgamates shades of various iconic BMW models from the past, such as the E12-generation 5 Series. Hopefully, van Hooydonk and his team are developing more designs akin to this and fewer akin to the XM.
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