One readers response to the new 5-series design direction
Is BMW skating on thin ice?
Dear 001,
There are some die-hard BMW enthusiasts who will like the styling of the new 5-series, new 7-series, and new Z4. That's fine and they are entitled to their opinions. Although with that said, I think BMW has blundered and it will eventually cost them. BMW has often been criticized for being too conservative on the last re-design of all its series cars, so now they've overcome that criticism. However, it is becoming more and more evident that they are chosing to take the wrong path.
The majority has spoken and the consensus is that the new "design language" is ugly and unappealing. The fact that they have to publicly defend their designs, saying that "sometimes we have to take you where you don't want to go", and "you'll get used to it", is evidence this misdirection. It's easy to make a design stand out by making something that looks truly disgusting. On the other hand, it is much harder to make a distinctive AND good-looking design at the same time.
BMW also tries to deflect criticism by talking up performance and they're right - the cars do perform better but that's not the point. Most new cars, not matter the make, always perform better than their previous generation. BMW should try and excel at both, performance and design. Are they not the "Ultimate Driving Machines?" Isn't design part of that statement?
I also believe that the blame should not be placed only on Bangle. It's not like he only had one design for each of the new models. The BMW Board approved them and they should take the heat for it also. So that's my take on it, and I hope BMW changes course soon because it would be a shame for all that great engineering go to waste. Until BMW gets their act together, I won’t be stepping into their showrooms anytime soon.
I also believe that the blame should not be placed only on Bangle. It's not like he only had one design for each of the new models. The BMW Board approved them and they should take the heat for it also.
So that's my take on it, and I hope BMW changes course soon because it would be a shame for all that great engineering go to waste.
MICK-Agent005AA
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