BMW doesn't use consumer clinics to vet new designs. Should they?

'Should they?'

Maybe. Just give these 'clinics' limited influence, otherwise all the models will look boring.

YEAH, audi. haha

Well yes and no. No for the designs of the car, as I don't think regular people should have a say on how a car should look. It will just be too much information to process when different people will want different designs.

BMW doesn't really need a lot more after the designs, but there are two things that I would like BMW to do:

1. Have decent cupholders in the car (like in between the seats - and more sturdy ones).

2. Have a in-dash cd-changer rather than in the trunk. I know that MP3 player connectivity is the future, but I would still like to have the feature in the car.

a4 through a8 all look identical (esp. a6 and a8) ughh sometimes i cant differentiate the two.

I think they should do them just to make sure they're moving in the right direction and not going off course.

So they accomplish both goals...making something new and different and not making something BAD different.

001

As a designer, I'm absolutely against consumer testing. Consumer testing in America killed the fantastic tail lamps on the Maserati 3200. Enough said. Its an auto company's job to give consumers design-led products with a point of view, otherwise you're giving them an appliance. That said, "risk" might be an understatement for BMW. I'm glad they're out there on that limb, but I want to know what exactly is so damn hard about producing cars that are beautiful. Even Ferrari's of late look like ass. There I said it...

It figures.

001 you LLLLLLOOOOOOOVVVVEEE BMW don't you :)

don't expect a good deal on the R8 from me then :)

Isn't that discrimination?

;)

I love all the german brands...my favorite Audi has been the S4...The A8 was a big letdown to me...way too conservative and I hated the huge center console...

001

My a8 customers are my happiest.

Thanks for the compliment!

agree with razzy23.
All Audi's do look idesntical.I think each car should demonstrate it's own personaly.Like BMW,MB,Lexus and Infinti.

JUGNU

Are you having a Bubble ??

The last Generation S/CL/SL/E/CLK & C-Coupe ALL had the Same Design Cues and Rear Profiles.

That is exactly why Audi will never get the respect that BMW an Merc. has. They are way too conservative. They need to take some chances. Audi will never make a car that is wild like the 5 series or the CLS.

think how conservative m-b and bmw were in the 90s!
things change. and i think audi will make some more striking designs, the tt, r8 and q7 aren't exactly wall-flowers, are they?

Rupert, my thoughs exactly.

And seriously- wait for the A5. It will lead the way for Audi's revolution, besides the R8, of course.

The article gives a good look inside the culture at BMW they are very smart to approach the future of auto design the way they do very forward thinking.

If this kind of forward thinking works for BMW why haven't other car companies embraced the idea?

I can think of a few companies that should go ahead with this approach.

Consumer clinics research likes and dislikes (plain and simple) - I'm sure it wouldn't hurt BMW to have a few of these brand specific gatherings. I don't think any brand is above the "Consumer is Always Right" credo. BMW is in the business of selling cars.

NO! NO! NO! NO! NO!

Like the poster above stated, it was an American Focus Group that Killed Off the Beautiiful LED Tail Lamps of the Masseratti Coupe.

So HELL NO TO FOCUS GROUPS for VEHICLE DESIGNS

no, their designs are future oriented and evergreen and I dont think the average consumer should have a say or has the design sense that makes BMW the leader in design.

No, BMW should not use consumer clinics to vet new designs. BMW should contiune to use talented designers like Adrian van Hooydonk. This is the guy who design the 6 series and refined the Z4. You'll see his mark on the next 7 series.

I am not talking about the consumer designing the vehicles vcowman - I am talking about having a very strong conviction about who your consumer really is, and if BMW wants to lead in sales/profit they should be spending as much time as possible out there in the real world engaging with the consumer. The user should be the inspiration behind every product. Get this -> Companies don't innovate - people do. Companies aren't diverse - people are. Companies aren't creative - people are. BMW must feel what the consumer feels to be a great leader.

BMW designs were some of the most elegant before the Bangling Hooydonkeys took over. The cartoonish looking cars now coming out of Bavaria finally have an explanation: BMW has idiots for designers and nuts who think public opinion is best ignored!

If public opinion about what makes a car look good can be ignored then what is making BMW redesign the 7 and the 5 series and what made them largely stay away from bangling the new 3?

Mr. Hooydonk or whatever his name is seems to say one thing and do quite the opposite.

BMW is in great hands ;-)))

I think they should use them. They tred down the wrong road with the "Bangle Butt", and now they are moving back to a more conservative approach. The focus group could have given them input that it would recieve a cool reception.

I think they should. Unfortunately a lot of people confuse controversial design with good looking. BMW has lost its way and is trying to get back to what their bread and butter customers like. If they fix the new designs I might just look at one again.
T

To add again - I think "design thinking" for BMW should not be the unique property of 2 designers(Bangle and van Hooydonk). Being aware of real people's real needs is paramount in business. BMW could learn a few tips from companies like Starbucks and Apple to say the least. BMW should sit back and say hey what comes first for our consumers, the brand, the product or the experience?

@Loki-

Apple's not really a good example because they have 1 designer if you don't include Steve Jobs.

I love apple but hate the look of the G5. Looks like a giant cheese grater.

Hey, hey, hey, stimling!

I'm on my G5 right now, and it's better-looking than any PC!

A group of regular people will like some ideas and not others so the more innovative ideas get killed. It happens all the time in all realms of design. BMW wants to innovate and innovation sometimes leads you down unpopular roads.

Lexus is the prime example of design by focus group. It makes pretty boring looking cars. Only when BMW or Mercedes have proven a concept does Lexus copy the idea. It re-inforces the idea that Lexus is not an innovator.

Hey the Hooydonk Hindparts are not attractive to me and I hope they move away from it but by no mean do I want it to look like an A4 or ES. A4s look like BMWs from 15 years ago. Beautiful then, really tired now.

Lexus has not been an innovator in design, that is true. It appears however that they are developing their own style. The new IS is the first in that direction and the LF-A should be another.

Bangle and Hooydonk should never forget the Edsel. It failed because it was perceived by the public as plain ugly. I am sure those who designed and approved of the design at Ford were shocked to learn that what they thought of as handsome would be such a flop.

No way! Let Lexus do that. This is what makes their bold, daring designs great. They don't take cues from anybody else, like Japan does (more so Lexus, than the others).

You know what they say, "Imitation is the sincerest form of flattery."

Seeing how much perceived criticism their provocative designs incite, they are on the right track.

Go Bangle!

stimling - Apple is a great example - it's an American organization flattening themselves out so that the best ideas can emerge from an entry level guy, junior manager or CEO. In Europe and for BMW it's different - the concept of hierarchy is still alive and well there. Point is when I see an Apple product - my first reaction is - "these people really get me".

No need for consumer clinics, just give me all the prototypes for a testdrive and I'll point to the good ones ;)

Doesn't BMW make wonderful looking cars?