In a significant shake-up to the BMW Group’s design teams, radical changes will be implemented from 1 October 2024, marking a bold new era for BMW, Mini and Rolls-Royce. At the helm of this transformation remains Adrian van Hooydonk, overseeing the Group’s design direction, but the face of future BMW models will look very different.
After leading design for BMW’s core brand since April 2019, Domagoj Dukec – the man known for his unapologetic declaration that “good design is not about pretty or ugly” – will now shift gears to Rolls-Royce. Instead, BMW’s future designs will be shaped by two new leaders. Maximilian Missoni, previously head of design at Polestar, will be responsible for BMW’s upper-middle class and luxury segment, including the prestigious Alpina models. Oliver Heilmer, the head of design at Mini since 2017, will be in charge of compact to midsize BMWs and high-performance M models.
Meanwhile, the future of Mini design will be led by Holger Hampf, previously head of BMW’s Designworks division. Speaking of Designworks, Anders Warming, the former Rolls-Royce design boss, will now lead this division, focusing on “Advanced Design themes,” promising innovation in the brand’s long-term design vision.
A notable addition to this new structure is Claudia Braun, who will head a new cross-brand department for Colour and Material Design across BMW, Mini and Rolls-Royce. Christian Bauer remains in charge of the digital customer experience, signalling BMW’s continued commitment to its technology-driven interior revolution.
At first glance, these changes may seem like a response to the often polarizing reception of BMW’s recent designs. While fans of the brand haven’t been shy in their criticism—especially on social media—BMW’s record-breaking 2023 sales figures tell a different story. Despite the controversial designs, BMW delivered more than 2.25 million cars last year, proving that what some might call “ugly” clearly resonates with a broader market.
But this design refresh isn’t just about responding to the vocal minority. It’s about preparing the brand for a rapidly changing automotive landscape. The BMW Group is balancing a diverse range, from traditional combustion engines to plug-in hybrids to all-electric vehicles. While it’s true that crossovers and SUVs like the X1 and X7 are driving much of BMW’s success, the brand hasn’t entirely abandoned its performance roots. The M division is still alive and well, with models like the M5 Touring—returning to the U.S. for the first time—and a new M3 Touring in select markets. Manual gearboxes are even making a comeback in models like the Z4 roadster.
Still, BMW’s success in 2024 isn’t predicated on satisfying the yearnings of traditionalists who long for the days of the E46 and E39. The modern BMW buyer is leaning toward high-tech, high-end interiors with fewer physical controls, even as classic features like the iDrive controller begin to disappear. Prices have risen in recent years, but demand remains robust, indicating that BMW’s target market has shifted, leaving some of its most diehard fans behind.
As BMW prepares to launch its Neue Klasse concept, showcasing a new wave of electric vehicles (EVs), it’s clear that big changes are coming. While the newly appointed designers won’t have an immediate impact on models like the 2025 iX3 or 2026 i3, their influence will begin to shape BMW’s lineup later this decade. The Neue Klasse hints at a future where BMW’s design language evolves, possibly shedding some of the polarizing elements that have defined recent models.
In the end, BMW is moving full steam ahead into a new chapter. The shake-up in design may mark the end of an era, but it also signals a commitment to innovation and a bold step into the future. For better or worse, BMW’s design revolution is far from over.
Table of Contents
A New Era for BMW Design: Radical Changes Ahead
In a significant shake-up, the BMW Group is poised to implement radical changes to its design teams, marking a bold new era for BMW, Mini, and Rolls-Royce. As of October 1, 2024, a new leadership structure will take the reins, promising a fresh direction for the brands.
A Changing of the Guard
Adrian van Hooydonk will remain at the helm of the Group’s design direction, but the face of future BMW models will undergo a significant transformation. Domagoj Dukec, known for his unapologetic approach to design, will shift gears to Rolls-Royce, making way for two new leaders to shape BMW’s design future. Maximilian Missoni, previously head of design at Polestar, will oversee BMW’s upper-middle class and luxury segment, including the prestigious Alpina models. Meanwhile, Oliver Heilmer, head of design at Mini since 2017, will take charge of compact to midsize BMWs and high-performance M models.
Mini and Rolls-Royce Get a New Look
The future of Mini design will be led by Holger Hampf, previously head of BMW’s Designworks division. Anders Warming, the former Rolls-Royce design boss, will now lead Designworks, focusing on “Advanced Design themes” and promising innovation in the brand’s long-term design vision.
A New Focus on Colour and Material Design
A notable addition to this new structure is Claudia Braun, who will head a new cross-brand department for Colour and Material Design across BMW, Mini, and Rolls-Royce. Christian Bauer remains in charge of the digital customer experience, signaling BMW’s continued commitment to its technology-driven interior revolution.
Responding to Criticism and Embracing Change
At first glance, these changes may seem like a response to the often polarizing reception of BMW’s recent designs. While fans of the brand haven’t been shy in their criticism, especially on social media, BMW’s record-breaking 2023 sales figures tell a different story. Despite the controversial designs, BMW delivered more than 2.25 million cars last year, proving that what some might call “ugly” clearly resonates with a broader market.
Preparing for a Rapidly Changing Automotive Landscape
But this design refresh isn’t just about responding to the vocal minority. It’s about preparing the brand for a rapidly changing automotive landscape. The BMW Group is balancing a diverse range, from traditional combustion engines to plug-in hybrids to all-electric vehicles. While it’s true that crossovers and SUVs like the X1 and X7 are driving much of BMW’s success, the brand hasn’t entirely abandoned its performance roots. The M division is still alive and well, with models like the M5 Touring—returning to the U.S. for the first time—and a new M3 Touring in select markets. Manual gearboxes are even making a comeback in models like the Z4 roadster [[1]].
The Evolution of BMW Design
The BMW kidney grille, a landmark design element, has undergone changes over time, with its vertical shape in the new BMW 4 Series Coupe harking back to past classics [[2]]. However, in a recent development, the designer responsible for BMW’s worst faces is moving to a place that loves big grilles, signaling a potential shift in design direction [[3]].
Neue Klasse and Beyond
As BMW prepares to launch its Neue Klasse concept, showcasing a new wave of electric vehicles (EVs), it’s clear that big changes are coming. The future of BMW design promises to be more diverse, more innovative, and more focused on the needs of a rapidly changing market.
the BMW Group’s design shake-up marks a bold new era for the brand, promising a fresh direction and a renewed focus on innovation and customer experience. As the brand prepares to launch new models and concepts, one thing is clear: the future of BMW design will be shaped by a new generation of leaders, ready to take on the challenges of a rapidly changing automotive landscape.
BMW’s Design Revolution: A New Era of Luxury and Innovation
In a significant shake-up, the BMW Group is implementing radical changes to its design teams, marking a bold new era for BMW, Mini, and Rolls-Royce. As of October 1, 2024, Adrian van Hooydonk will continue to oversee the Group’s design direction, but the face of future BMW models will look very different.
The changes come as a response to the often polarizing reception of BMW’s recent designs. While fans of the brand haven’t been shy in their criticism, BMW’s record-breaking 2023 sales figures tell a different story. Despite the controversial designs, BMW delivered more than 2.25 million cars last year, proving that what some might call “ugly” clearly resonates with a broader market [[1]].
In an effort to prepare the brand for a rapidly changing automotive landscape, the BMW Group is balancing a diverse range, from traditional combustion engines to plug-in hybrids to all-electric vehicles. The brand hasn’t entirely abandoned its performance roots, with the M division still alive and well, and manual gearboxes making a comeback in models like the Z4 roadster.
The future of BMW design will be shaped by two new leaders. Maximilian Missoni, previously head of design at Polestar, will be responsible for BMW’s upper-middle class and luxury segment, including the prestigious Alpina models. Oliver Heilmer, the head of design at Mini since 2017, will be in charge of compact to midsize BMWs and high-performance M models.
The Neue Klasse concept, set to launch soon, hints at a future where BMW’s design language evolves, possibly shedding some of the polarizing elements that have defined recent models [[2]]. This new wave of electric vehicles (EVs) promises to revolutionize the brand’s lineup, with a focus on innovation and a bold step into the future.
However, not everyone is convinced that BMW’s recent designs have been successful. Many fans of the brand feel that the designs have become too aggressive and one-dimensional, lacking the elegance and sportiness that once defined BMW [[3]].
Despite this, the brand’s commitment to innovation and technology-driven interior design remains strong. The appointment of Claudia Braun to head a new cross-brand department for Colour and Material Design across BMW, Mini, and Rolls-Royce signals a focus on creating high-end interiors with fewer physical controls.
As BMW moves full steam ahead into a new chapter, it’s clear that the design revolution is far from over. Whether these changes will result in a return to the elegance and sportiness of older BMW designs remains to be seen, but one thing is certain – BMW is committed to innovation and pushing the boundaries of luxury and design.
References:
<a href="https://www.reddit.com/r/BMW/comments/1dpklwe/whathappenedtobmwanditsdesigns/”>[3]
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