The chief designer of BMW protects radical re-design of the brand

The chief designer of BMW protects radical re-design of the brand


Adrian van Hooydonk reaffirms the commitment of the Bavarian brand radical design presented in the latest concept 4-Series Coupe.

According to the chief designer of BMW again defended the new polarizing design language which found its continuation in the concept version of the Concept coupe 4-Series, which debuted at the Frankfurt motor show.

I’m not a psychologist, but I know that BMW is the brand that has not only customers, but fans. They know our history of design and have strong opinions about it. I don’t think it’s bad, it means that we really communicate with these people on an emotional level. Well, I know fans can be some discussion, because they liked what you just did and you are already changing it. As a company, you must keep moving — said in his speech Adrian van Hooydonk.


The designer added that companies cannot be complacent, otherwise it will immediately become a target for competitors. And to change something already successful is always risky, because if the success leaves the brand the company will call again to make changes. Van hoydonk noted that the recent upgrade of the flagship 7-Series was the most striking example, as people I liked the car, but overall, in their opinion, it is very similar to the previous one, so why buy a new one. Now everyone noticed it, and production has increased significantly.

Describing the BMW 4-Series Coupe, it is said that this sports coupe, which by definition must receive a distinctive appearance. “We want to make this for all our vehicles: we want to have fewer items, then each item that you use plays a big role.”

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