With the upcoming arrival of the Neue Klasse lineup, the era of massive “kidney grilles” at BMW appears to be coming to an end. While other polarizing design choices, such as large wheel arches or angular loops, seem here to stay, the Bavarian brand is making a notable aesthetic shift. To justify this phase of oversized grilles, BMW’s design leadership points to the preferences of one particular market: China.
BMW’s Design Director Defends His Controversial Choices
When asked during the launch of the new iX3 SUV about the “too radical” nature of recent grilles, Adrian van Hooydonk, Head of Design for the BMW Group, firmly defended his strategy. According to remarks reported by CarExpert Australia, he stated: “No, because it depends on which part of the world you are in. In some areas, like China, it’s fine; people still ask for large grilles. That’s the tricky situation you find yourself in as a global brand.”
Criticism Without Impact on Sales
The chief designer assured that BMW had “taken note of all the negative feedback” surrounding the controversial grilles on models like the M3, 7 Series, or XM. However, he claims this criticism never translated into sales figures. “We never saw it in the sales numbers. In fact, quite the opposite. So, in a way, we didn’t feel we needed to react,” he explained, suggesting that consumer sentiment was, on the contrary, positive.
A Puzzling Explanation
This justification, however, is met with skepticism. The idea that Chinese taste alone is responsible for these design choices seems simplistic. An observation of popular models in the Chinese market reveals a diverse aesthetic trend, where sleek forms and distinctive lighting signatures are also highly valued, similar to Western markets.
The Neue Klasse: A New Aesthetic Beginning for BMW
Whatever the reasons, BMW has decided to turn the page. Adrian van Hooydonk explains that the brand must now take a “bigger step” aesthetically, believing that “the risk of not changing enough would be far greater than changing too much.” The future Neue Klasse, which will inspire the next i3 among others, embodies this new beginning. Its design, although not perfect, represents for many a step in the right direction, marking the end of the oversized grille era.