BMW reveals the reason for the controversial design of its latest models, which are distinguished by huge “kidneys“ on the radiator grille. Although it has already presented the first production car of the new Neue Klasse family, the electric crossover iX3, which has a different style of the front end, the Munich company states that it does not regret the past design.
BMW Group Design Director Adrian van Hooydonk explains in an interview with the Australian publication car expert that this decision was not a mistake, but a conscious choice that reflects global trends. According to him, tastes differ in different markets and while in Europe large grilles have been criticized, in markets such as China their demand remains high.
Van Hooydonk emphasizes that despite the negative reaction on the Internet, sales of models such as the M3, 7 Series and X7 have not been negatively affected. He noted that the strong complaints on social media are not reflected in the sales figures.
The large size of the grille also has a practical function. With the development of autonomous driving technologies and electronics, the front of cars must integrate more and more sensors. The grille has become a key element for their discreet placement. In the new ix3, despite the change in shape, the grille remains functional, with more sensors hidden under it than ever before.
Van Hooydonk adds that BMW has always strived to follow its own path in design, without copying foreign trends. The company's studios in Shanghai, Los Angeles, Goodwood and Munich allow the team to keep up with customer expectations around the world.
However, the Bavarians recognize that the time has come for a new risk. With the Vision Neue Klasse concept from 2023, the company showed the future direction of development. The debut of the serial iX3 confirmed that the era of hypertrophied "kidneys" is gradually passing. However, BMW does not plan to give up on bold and functional solutions that preserve the brand identity and at the same time allow the integration of the latest technologies.