Autocar: BMW design boss defends radical styling direction

mkoesel · 10-10-2019, 12:04 PM

Featured on BIMMERPOST.com

https://www.autocar.co.uk/car-news/n...ling-direction

Quote:

BMW design boss defends radical styling direction

Adrian van Hooydonk reaffirms commitment to expressive design, as embodied by recent 4 Series Coupe concept

BMW’s design boss has again defended the brand’s controversial new styling direction, continued in earnest by the recently revealed Concept 4 Series Coupé.

After it was unwrapped at the Frankfurt motor show, Adrian van Hooydonk was asked about the polarising views of BMW’s recent design debuts.

He told Autocar: “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. Okay, I know that there might be some discussion with fans because they’ve grown to love what you’ve just done and you’re changing it already.

“As a company, you have to keep moving,” he continued. “The minute you start standing still, you become an easy target. The market is very competitive now, more than ever. But the hardest thing to do is make changes while you are successful. If you are no longer successful, people will immediately start saying you need to make changes, but then you are in panic mode.”

Describing the 4 Series specifically, van Hooydonk said: “It is a sporty coupé, and by definition it has to have a very expressive design, and you see that all around the car, not just the front. But there are not that many lines or elements – it’s not a complex design.

“We want to do this for all our cars: we want to have fewer elements, then each element you use plays a bigger role.”

Van Hooydonk did acknowledge, however, that it was the recent facelift of the 7 Series flagship that was the most visually distinctive – and there’s a good reason for that.

“It was part of the brief,” he said. “People liked the car, but they said by and large it looks quite similar to the previous one, so why should they buy the new one? Now everyone has noticed and production has ramped up considerably.”

SteveinArizona · 10-10-2019, 12:12 PM

He is tone deaf. The complaints of many of us are not that they have changed, it is that they have changed from an attractive grill to a hideous unattractive one. Change is fine...just make it attractive.

tturedraider · 10-10-2019, 12:13 PM

Quote:

Originally Posted by SteveinArizona

He is tone deaf. The complaints of many of us are not that they have changed, it is that they have changed from an attractive grill to a hideous unattractive one. Change is fine...just make it attractive.

+1 - Time for van Hooydonk to move on.

..Rush.. · 10-10-2019, 12:54 PM

The car is nice looking except for the out of proportion grill.

Gamb1t · 10-10-2019, 01:08 PM

Meh... ugly car can sell well. Just look at Teslas. We have a giant Asprin, Platypus, Aztek with gullwings. They are doing just fine.

Captain Blood · 10-10-2019, 01:17 PM

That may be the worst grill I've ever seen on a car. Worse than any Toyota/Lexus........

Mani59 · 10-10-2019, 01:28 PM

Of course he will defend his own work.

The last few and current designs have either been ugly or getting uglier in my opinion.

Time for him to move on...

MarkDemma · 10-10-2019, 01:49 PM

Who actually LIKES these huge grills? I've heard that it's primarily to the Chinese market who love the things.

Audi / Lexus have been doing this for a while and I always thought it looked hideous. I do hope that it doesn't spread to the entire line of cars.

tturedraider · 10-10-2019, 02:08 PM

Quote:

Originally Posted by MarkDemma

Who actually LIKES these huge grills? I've heard that it's primarily to the Chinese market who love the things.

Audi / Lexus have been doing this for a while and I always thought it looked hideous. I do hope that it doesn't spread to the entire line of cars.

I’m afraid of what the LCI G20 might look like.

Moflow · 10-10-2019, 02:18 PM

Quote:

Originally Posted by Gamb1t

Meh... ugly car can sell well. Just look at Teslas. We have a giant Asprin, Platypus, Aztek with gullwings. They are doing just fine.

I just looked up the numbers out of curiosity.

Between the years of 2000 and 2007 Chrysler sold roughly 100K PT Cruisers every year.

I'm not ready to brand the ugly 4-series concept a failure.

Paisano · 10-10-2019, 04:17 PM

We had the Bengel-butt that terrorized some BMW booties and now the Hooydonk-Snout.

Tone deaf is right. If you acknowledge the BMW loyalists, you should attempt to listen to them as you advance the brand forward.

bimmer456 · 10-10-2019, 04:22 PM

Can the grill provide 2.5 mph impact resistance to damage? Since there is no bumper. They decided to put a bumper only where the small offset crash test would take place. I haven't seen the full head on crash test recently do they still do those?

frankchn · 10-10-2019, 04:24 PM

Adrian van Hooydonk is probably used to controversy. Remember the E65 7-Series with the flame surfacing and "Bangle Butt"? van Hooydonk was the lead designer for that vehicle.

People really hated that design when it first came out, but I think it has aged decently well. I suspect we will see something similar with the new grills.

noushy · 10-10-2019, 04:29 PM

Hopefully the grill is just for a concept. Ugly if it is that large. Nothing else to say. The rear section from rear third back is amazing. Sexy in fact.

Noushy

otay · 10-10-2019, 04:31 PM

For the 4 series anyway...

In addition to being an ugly trapezoidal version of the classic kidney grille...my problem with this is that huge grilles have been done by other makes for years now. Instead of leading, they are behind. Why bother then?

bobloblaw · 10-10-2019, 04:37 PM

Big grille or not, it was time for a big design change for BMW IMO. The outgoing design language of the F3x, G11/12, and G30 look very dated to me already. If you told me the G30 came out in 2010 when the F10 debuted, I would believe you. Same goes for the G11. When those cars debuted, it was so disappointing and I just thought "that's it?" A new 5er and 7er shouldn't elicit that kind of response. It seems like BMW is thinking the same way since this design language has only lasted one generation before a big shakeup.

Who's on first · 10-10-2019, 04:40 PM

I'm just sitting here laughing at all the people who were swearing this will never happen. Then all the photos were fake and incorrect.

f80er · 10-10-2019, 04:43 PM

Quote:

Originally Posted by MarkDemma

Who actually LIKES these huge grills? I've heard that it's primarily to the Chinese market who love the things.

Audi / Lexus have been doing this for a while and I always thought it looked hideous. I do hope that it doesn't spread to the entire line of cars.

Sedan clan has a huge hard on for it.

JoePcone · 10-10-2019, 04:44 PM

I'm all for taking chances with design but you look like a cheese dik in this thing trying to overcompensate for something with that grill. That's just plain embarrassing. It's a shame too because I think the rest of the concept is outstanding.

Couldn't agree more with this guy

SoCalS2k · 10-10-2019, 04:47 PM

Quote:

Originally Posted by SteveinArizona

He is tone deaf. The complaints of many of us are not that they have changed, it is that they have changed from an attractive grill to a hideous unattractive one. Change is fine...just make it attractive.

I agree so much. It's not a problem to be radical but why does it have to look ugly and cheap. The looks are very cheap and kind of trashy looking like a Korean car. That is my main problem

phantom7835 · 10-10-2019, 04:50 PM

Pandering to the Chinese market because that's where the money is

XxThe_RemedyXx · 10-10-2019, 04:50 PM

Jesus those grills are ugly.

10-10-2019, 12:12 PM	#2
SteveinArizona Brigadier General 3099 Rep 4,210 Posts Drives: BMW 530e Join Date: Jul 2016 Location: Greater Phoenix iTrader: (0)	He is tone deaf. The complaints of many of us are not that they have changed, it is that they have changed from an attractive grill to a hideous unattractive one. Change is fine...just make it attractive.
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10-10-2019, 12:54 PM	#4
..Rush.. Captain 981 Rep 928 Posts Drives: AW E88 Join Date: Mar 2019 Location: USA iTrader: (0)	The car is nice looking except for the out of proportion grill.
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10-10-2019, 01:08 PM	#5
Gamb1t Major 602 Rep 1,343 Posts Drives: 330i,X1,Z4,Solstice GXP, RX-8 Join Date: Aug 2015 Location: Canukistan iTrader: (0)	Meh... ugly car can sell well. Just look at Teslas. We have a giant Asprin, Platypus, Aztek with gullwings. They are doing just fine.
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10-10-2019, 01:17 PM	#6
Captain Blood Banned 13874 Rep 14,519 Posts Drives: Audi S3....don't judge me Join Date: May 2017 Location: Alph Ceti VI iTrader: (0) Garage List 2016 Audi S3 [9.50] 2012 135 [6.83]	That may be the worst grill I've ever seen on a car. Worse than any Toyota/Lexus........
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10-10-2019, 01:28 PM	#7
Mani59 Moderator 15782 Rep 8,133 Posts Drives: F32 435i Luxury & G26 i4 35 Join Date: Nov 2010 Location: Leicestershire iTrader: (1)	Of course he will defend his own work. The last few and current designs have either been ugly or getting uglier in my opinion. Time for him to move on... __________________ Visit my (mainly) BMW gallery http://jetone.co.uk and BMW miniature model collection http://bmw-miniatures.co.uk
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10-10-2019, 01:49 PM	#8
MarkDemma Lieutenant 522 Rep 503 Posts Drives: F22 M240i / E46 330Ci ZHP Join Date: Dec 2017 Location: San Francisco iTrader: (0) Garage List 2018 BMW M240i [0.00] 2004 BMW 300Ci ZHP [0.00]	Who actually LIKES these huge grills? I've heard that it's primarily to the Chinese market who love the things. Audi / Lexus have been doing this for a while and I always thought it looked hideous. I do hope that it doesn't spread to the entire line of cars.
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10-10-2019, 04:17 PM	#11
Paisano Private 21 Rep 80 Posts Drives: M4 Comp Join Date: Feb 2017 Location: Canada iTrader: (0)	We had the Bengel-butt that terrorized some BMW booties and now the Hooydonk-Snout. Tone deaf is right. If you acknowledge the BMW loyalists, you should attempt to listen to them as you advance the brand forward.
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10-10-2019, 04:22 PM	#12
bimmer456 Major General 3066 Rep 6,089 Posts Drives: 340i Join Date: Nov 2016 Location: Pasadena, CA iTrader: (0)	Can the grill provide 2.5 mph impact resistance to damage? Since there is no bumper. They decided to put a bumper only where the small offset crash test would take place. I haven't seen the full head on crash test recently do they still do those?
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10-10-2019, 04:24 PM	#13
frankchn First Lieutenant 292 Rep 372 Posts Drives: i7 x60 Join Date: Aug 2015 Location: Bay Area iTrader: (0)	Adrian van Hooydonk is probably used to controversy. Remember the E65 7-Series with the flame surfacing and "Bangle Butt"? van Hooydonk was the lead designer for that vehicle. People really hated that design when it first came out, but I think it has aged decently well. I suspect we will see something similar with the new grills.
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10-10-2019, 04:29 PM	#14
noushy ///M Fan 1668 Rep 1,491 Posts Drives: M8 Comp, X5M Comp, iX M60 Join Date: Jul 2012 Location: Orchard Lake, Mi iTrader: (1)	Hopefully the grill is just for a concept. Ugly if it is that large. Nothing else to say. The rear section from rear third back is amazing. Sexy in fact. Noushy __________________ 2019 BMW X5 50i Mineral White/Tartufo all options including M Sport 2022 Porsche 911 C4S Silver/Brown 2023 BMW iX M60 Black Sapphire/Amido, Titanium Bronze trim/22 2023 Audi RS6 Avant Daytona Gray/Black 2024 BMW X5M Comp Brooklyn Gray/Taruma Brown, Titanium Exhaust on order
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10-10-2019, 04:31 PM	#15
otay Major 827 Rep 1,342 Posts Drives: 2015 335i Join Date: Aug 2014 Location: Raleigh, NC iTrader: (0)	For the 4 series anyway... In addition to being an ugly trapezoidal version of the classic kidney grille...my problem with this is that huge grilles have been done by other makes for years now. Instead of leading, they are behind. Why bother then? Attached Images
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10-10-2019, 04:37 PM	#16
bobloblaw Lieutenant 744 Rep 585 Posts Drives: m3 Join Date: Jun 2007 Location: CA iTrader: (0)	Big grille or not, it was time for a big design change for BMW IMO. The outgoing design language of the F3x, G11/12, and G30 look very dated to me already. If you told me the G30 came out in 2010 when the F10 debuted, I would believe you. Same goes for the G11. When those cars debuted, it was so disappointing and I just thought "that's it?" A new 5er and 7er shouldn't elicit that kind of response. It seems like BMW is thinking the same way since this design language has only lasted one generation before a big shakeup.
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10-10-2019, 04:40 PM	#17
Who's on first Brigadier General 2500 Rep 3,808 Posts Drives: A-10C Join Date: Feb 2015 Location: Maryland iTrader: (2)	I'm just sitting here laughing at all the people who were swearing this will never happen. Then all the photos were fake and incorrect.
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10-10-2019, 04:44 PM	#19
JoePcone Lieutenant 145 Rep 467 Posts Drives: 2015 BMW M3 Join Date: Jul 2014 Location: Chicago, IL iTrader: (0)	I'm all for taking chances with design but you look like a cheese dik in this thing trying to overcompensate for something with that grill. That's just plain embarrassing. It's a shame too because I think the rest of the concept is outstanding. Couldn't agree more with this guy __________________ 2015 F80 M3 - Yas Blue, Silverstone Full., Bilstein B6 shocks, Eibach Springs, Full M Performance Carbon Add-ons, Titan 7 Wheels. (past) 2012 E92 M3 - Melbourne Red - Eibach Springs/AG M359/ performance spoiler/ performance splitters/10mm spacers, Macht Schnell Test Pipes, Alpine Stage 2 Tune.
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10-10-2019, 04:50 PM	#22
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