by BMW’s New Design Language
BMW recently unveiled the iX3 at the Munich auto show, marking the beginning of the new Neue Klasse design language. This style will quickly spread to other models, as the company has confirmed that its elements will be integrated into nearly 40 new and updated cars by 2027.
Design Changes
The Neue Klasse has received praise for its new front end with a narrow “twin-kidney” radiator grille and horizontal lighting. This is a significant change compared to previous models, and BMW notes that these elements are reminiscent of the classic 1600 and 2002 models from the 60s and 70s.
Reasons for Large Grilles
This approach contrasts with the massive grilles seen on the 7-Series, iX, and other models. Despite criticism, BMW Group’s design chief Adrian van Hooydonk does not regret this decision.
He noted that large grilles are popular in certain regions, particularly in China, where customers still request them. This creates a complex situation for a global brand like BMW.
Market Reaction
Despite some negative comments, van Hooydonk emphasized that this has not affected sales. On the contrary, the large grilles may have even contributed to increased demand.
We have never seen feedback from customers in sales. In fact, everything happened exactly the opposite.
Functionality and Future
The massive grilles are not just an aesthetic choice—they have a practical purpose, as they house numerous sensors for autonomous driving. BMW plans to offer different shapes and sizes of grilles, so the era of oversized grilles is not over yet.
On cars like the iX3, we believe that this grille size is quite appropriate. Moreover, the front end houses more sensors than ever, making the cars smarter.
Further Development
It is already clear that the updated 7-Series will retain the large grille, although its design has been somewhat softened. This indicates that BMW is balancing global trends with regional preferences, adapting to the demands of different markets without radical changes.
