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