BMW Head of Design defends controversial new direction

In 2020, BMW facelifted some of the most important models to the brand. The 4 Series Coupe led the way sparking plenty of controversy, namely due to the oversized kidney grille.

Not long after the German manufacturer unveiled the G80 M3 and G82 M4, which both exhibited a similar distinctive grille. The new design has attracted brutal customer feedback but BMW's Head of Design, Herr Domagoj Dukec, continues to defend the direction.

"Some products – being cars or other physical items – are best experienced in person. And we believe that customers will have a different opinion of the new kidney grille when they see the new M3/M4 in real life." says Dukec.

BMW Group Design Chief Adrian Van Hooydonk further justifies the new nose, telling Autocar "As a company, you have to keep moving. The minute you start standing still, you become an easy target. I’m not a psychologist but I know BMW is a brand that not only has customers, it has fans. They know our entire design history and have strong opinions on that. I don’t think that’s a bad thing, it means we have really connected with these people on an emotional level."

It's believed that the case for this design revolved around a new customer persona, with BMW labelling them the "Expressive Performers" and "Elegant Creators."

According to BMW, the technology in the future will change with vehicles becoming more intelligent. The manufacturer continues their video series on concept cars, while customers get the opportunity to ask any questions via the publication The Next 100.

The 2022 BMW iX will go on sale in Australia in the fourth quarter of 2021 (October to December inclusive). The electric SUV also sports the bold kidney grille. Local pricing and specifications will be announced closer to launch.