Why the BMW designers did what they did

Design exec Adrian van Hooydonk believes great innovation often provokes criticism at first. He tells where BMW is heading next

BMW polarized the world of auto design in 2002 with the introduction of its new 7 Series luxury sedan, designed by American Chris Bangle. Since then, controversy has raged over the German auto maker's edgy, modernist look.

Last year, BMW moved up Bangle to group design chief, and it promoted Dutchman Adrian van Hooydonk -- president of Designworks, the carmaker's California design studio, and author of the elegant 6 Series coupe -- to lead the design team for BMW brand cars. Van Hooydonk, 41 and a graduate of the Art Center Europe School in Vevey, Switzerland, spoke with BusinessWeek's Senior European Correspondent Gail Edmondson about BMW's design revolution and what's coming next in car design. Edited excerpts of their conversation follow:

Full interview here

rack - 1/7/2006 8:24:19 PM

+1 Boost

I think the japanese, and audi are doing modernist vechicles the bmw designs should be considered abstract.

JMd71 - 1/9/2006 7:02:53 PM

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Abstract, for sure! If you look at the details, Bangle's vision comes through and is quite creative. But overall, the look is not balanced, IMO. And if it wasnt for that propeller badge and the power of its brand, it would sink like a rock.

Homer008 - 1/9/2006 7:39:04 PM

+1 Boost

Agree with you both.

Homer008 - 1/9/2006 7:39:04 PM

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Agree with you both.

janos2769 - 1/10/2006 12:34:52 PM

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To say that sometimes great innovation provokes criticism at first may be true but it does not mean the still ugly Bangle designs are innovative, much less great!

A considerable number of people still think Bangle-design is ugly so therefore it must not be a great innovation.

If Bangle-design was so innovative and great then why did BMW designers soften the same ugly elements that made the 7-series so ugly into the 5-series and even more so with the 3-series. It was clearly done to prevent current customers to feel alienated regarding their best selling model, the 3-series.

To prove this just look at profits/No.Cars Sold in 2004 and 2005 vs. those ratios that correspond to the previous 7-series model. Increased sales does not mean a better car if your profits plummet. Clearly you need to practically pay people to take them off your lots!

tarponsprings - 1/10/2006 1:49:48 PM

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Bangle & VanHoodWink need to go away, as soon as possible. They ruined the 5 series, the Z4 is an abortion, and god only know what they will do with the upcoming X5. I've been a BMW owner for 35 years, but this will probably be my last one. Beautiful auto designs have curves, not "flame surfaced" lines at obtuse angles. These two morons have destroyed the design heritage of a great car company. If I wanted designs like theirs, I'd go to IKEA and buy flame surfaced furniture. What ever happened to "Form Follows Function" ??

Steve - 1/10/2006 2:37:06 PM

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Dang, the guys before me already said it all. If you like BMW, or you are interested in the brand, get a copy of "BMW: The World's Most Admired Car Company" for a deep insight into why BMW went "Flame Surface." It details the reasons why BMW believe their sales will increased by capturing new market segments at greater volume than the opportunity losses represented by existing customers not getting another BMW.

(The book is written *about* BMW, not *by* BMW)

Steve - 1/10/2006 2:37:06 PM

+1 Boost

TheDonII - 1/11/2006 3:20:36 PM

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Guys this is just plagiarism of the Korean Car maker's designed found on the Hyundai XG350. What bangle did was to exaggerate the rear end that is found on the Hyundai and did a poor job of it.
The design found on the XG flows smoothly on the back and is more elegant and upscale than the bangle.

This in not an original design concept.

TheDonII - 1/11/2006 3:32:33 PM

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Remember that this car (XG300/350) came out long before there was a Bangle design in 2000 I believe.

I remembered they said the same thing when Lexus came out with the SC430 hard top convertible..They said it was a copy of the Mercedes SLK when in fact the very first car to come out with a hard top convertible in the 90's was the Mitsubishi 3000GT Hardtop convertable. But because people were not will to spend that much amount of money on that car, it was phased out.

Matthew1 - 1/11/2006 4:08:50 PM

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For anyone who praises the design of the Hyundai XG350, their opinions should be taken with a grain of salt.

The XG looks upscale and elegant?

You must be the stupidest person on this site. No question.