BMW has faced criticism recently for some of its controversial design choices. This extends beyond the bold interpretations of its signature kidney grille to elements like split headlights and intricate lines, contributing to an overly complex aesthetic. The XM model is frequently cited as a prime example of this divisive styling.
A significant shift is underway with the introduction of the Neue Klasse platform, which promises a more subdued design approach featuring smoother surfaces, balanced grilles, and integrated lighting. However, vehicles like the upcoming iX3 and i3 were conceived by the previous design team, led by Domagoj Dukec, who has since transitioned to Rolls-Royce. Adrian van Hooydonk, BMW Group's head of design, will now oversee Maximilian Missoni, who is responsible for the design of larger BMWs, including luxury models and future Alpina vehicles. Missoni, previously Polestar's design head, stated his intention to 'add value more than to provoke,' eschewing a radical, 'Chris Bangle 2.0' approach. His impact on BMW's design will not be immediate, as models scheduled for release until late 2027 have already been finalized. Missoni's first designs are anticipated after 2029, focusing on models from the 5 Series and X5 segments upwards. Smaller vehicles, ranging from the 1 Series to the 3 Series/X3, will be designed by Oliver Heilmer, the former Mini design boss, who will also oversee M cars.
As the 2027 iX3 introduces a completely new design philosophy, Missoni's strategy of incremental enhancement makes sense. The former Volkswagen exterior designer, known for his work on the XL1, seeks to achieve 'purity' rather than 'minimalism,' the latter sometimes implying a lack of content. BMW anticipates a busy period before Missoni's designs debut in the 2030s, with nearly all its models, excluding those nearing the end of their production cycles, receiving the Neue Klasse treatment. The Z4 and 8 Series are slated for retirement in 2026 without direct successors, and reports suggest a second-generation iX is unlikely, given the confirmed iX5. Furthermore, the XM model may not return due to underwhelming demand. Conversely, BMW is reportedly exploring the addition of a rugged three-row SUV, potentially less extreme than the Mercedes G-Class but with genuine off-road capabilities, expected around 2029 with both plug-in hybrid and all-electric powertrain options.
In a rapidly evolving automotive landscape, BMW's strategic move to prioritize thoughtful evolution over radical shifts in design reflects a mature approach to brand development. By emphasizing purity and value, the company aims to build upon its heritage while embracing innovation, demonstrating a commitment to creating vehicles that resonate deeply with consumers and stand the test of time. This forward-looking perspective, combined with a dedication to both tradition and technological advancement, positions BMW to continue shaping the future of luxury mobility.