by Changes in BMW’s Design
Over the past two decades, BMW has repeatedly been the subject of discussion due to its design decisions, as only a few models received almost universal approval. Exceptions were the clever i3 and the elegant i8, whose clean and balanced lines never transitioned to the main lineup of cars. Instead, the Munich-based company bet on massive radiator grilles and aggressive shapes, as seen in the 4 Series or M3. However, this era seems to be coming to an end.
Key Aspects of the New Strategy
New Design Philosophy
The second generation iX3 and its Neue Klasse platform are already on the way. As this event approaches, BMW’s design leaders are clearly moving towards greater restraint. In fact, they are returning to wagons, sedans, and the elegance that once defined the brand.
Oliver Gaimer, Head of Design for BMW compact cars, Neue Klasse models, Mini, and BMW M, noted: “Everything is becoming calmer. We don’t need to be too intrusive in expression. Everything can be much more subtle. Perhaps this is the era we are in from BMW’s perspective.”
He emphasized that the kidney-shaped radiator grille will remain the brand’s hallmark, but future models will experiment with size and proportions without attracting excessive attention. Gaimer added that if a specific model requires a larger grille, the company will implement it, but the foundation of the brand will remain cars like the iX3 or i3, which recall the style of the 1960s with a less “loud” design.
The Future of Sedans and Wagons
Gaimer also confirmed that BMW does not intend to abandon sedans and wagons. On the contrary, he called the latter “the foundation of the brand” and pointed to a resurgence of interest in wagons in the US. This means that new Touring versions for the 3 Series, 5 Series, i3, and the hybrid M5 can be expected.
“A few years ago, one might have thought that sedans would disappear,” he noted. “But they are quite stable. Now we are making a statement: BMW stands for sedans. A small, sporty, elegant mid-size sedan is the heart of the BMW brand.”
Discussing plans to release 40 new models by 2027, Gaimer acknowledged that SUVs will constitute a significant portion. However, he emphasized that the lineup will also include numerous low-slung cars aimed at loyal customers and young drivers willing to forego massive crossovers.
M Series Update
The BMW M division will also adopt the calmer style of the Neue Klasse, although, according to design chief Adrian van Hooydonk, the cars will remain expressive.
“There will be a certain restraint in the design, which we initiated many years ago with the i3 and i8,” he said. “Cleaner lines will probably last longer. This is good for residual value and extends the life cycle of our products.”
For everyone who called on BMW to make more measured design decisions, it seems the brand has listened.
Photo: Carscoops / Stefan Baldauf & Guido ten Brink
These changes reflect a global trend in the automotive industry, where more and more manufacturers are returning to classic forms and sustainable design. For BMW, this is also an opportunity to strengthen competition with brands like Mercedes-Benz and Audi, which traditionally emphasize elegance. Given the growing popularity of electric vehicles, the new strategy could help the company attract customers looking for a combination of innovation and timeless values.
