‘Brutal’ Criticism Won’t Stop BMW’s Currently Styling Direction, Design Boss Says

It’s troublesome not to speak about BMW‘s current line-up without broaching that dreaded subject: kidney grilles. They’d been rising steadily through the years anyway, after which the latest 7-series and 4-series got here alongside to enlarge the styling characteristic to epic proportions.

Understandably, not everyone seems to be eager. This isn’t misplaced on BMW design boss Domagoj Dukec, who informed Automobile Throttle’s sister publication Auto Express that he was “not surprised” by the blended response. Senior vice chairman of design Adrian van Hooydonk in the meantime described a number of the social media commentary geared toward some BMW styling components as “brutal.”

Dukec stays undeterred, nonetheless. “For some customers, if you want to reach them, you have to stand out,” he mentioned, including, “But you can’t make a design that pleases everyone.”

Following Dukec, the flak BMW has come underneath for its gigantic grilles received’t make it change course. “We will showcase BMW as a progressive and pioneering brand that will always try to combine some sort of paradigms – such as sportiness and elegance,” he mentioned.

Van Hooydonk also identified that these complaints concerning the vehicles aren’t essentially patrons; however, the suggestions are considered. “We look and analyze the data. Where does it come from? Is it loved? Which market did it come from? Social media is analyzed as well, but we don’t know if there are real customers behind those comments, but we know they are real voices, so we listen,” he mentioned.

Dukec and van Hooydonk are the most recent in a rising group of BMW execs to have tackled the topic of the corporate’s controversial styling remedies. Just a few months in the past, head of exterior design Christopher Weil mentioned that he was OK with buyers customizing the looks of the 4-series, including the kidney grilles.

He informed Car Advice that the justification for the 4-series’ daring seems was right down to eagerness to make the automotive “more expressive, more progressive and also more elegant than the 3-series.”


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