Official Announcement: BMW Group Design team implements new organisational structure

[Mani59]

     Featured on BIMMERPOST.com

The official press release.

+++ Adrian van Hooydonk reorganises BMW Group Design, brings in Maximilian Missoni +++ Two BMW Design studios going forward +++ Digital experience and Colour and Material Design enhanced +++

13.09.2024 Press Release



Munich. The BMW Group is completely reorganising its Design division under the leadership of Adrian van Hooydonk. Like the NEUE KLASSE, which represents the redefinition of the BMW brand with its “electric, digital, circular” philosophy, a new cross-brand design team will be launched on 1 October 2024 to meet changing demands for future-oriented vehicle design.

The new organisation, focused on the transformation of the company, will remain the industry benchmark. For example, Colour and Material Design will be consolidated across all brands, while the BMW brand team will be divided into two studios and the future topic of “Advanced Design” strengthened.

“Technology and customer preferences are currently changing faster than ever,” says van Hooydonk. “Automotive design has become more diverse. Designing digital experiences and sound also plays an increasingly important role, along with sustainable and recycled materials. The design showcases all the innovative potential of our products and brands,” van Hooydonk continues. “That’s why, more than ever, every single detail matters, as well as the holistic and harmonious integration of the various elements.”

Van Hooydonk is bringing Maximilian Missoni into the BMW Group Design team to oversee the design of upper mid-size and luxury class BMW models, as well as BMW Alpina. After holding various managerial positions at Volkswagen and Volvo Cars, Missoni was most recently Head of Design at Polestar.

Oliver Heilmer, previously Head of MINI Design, will be responsible for the design of all compact and mid-size BMW models going forward, as well as BMW M.

Claudia Braun will head the newly created cross-brand department for Colour and Material Design for BMW, MINI and Royce Motor Cars. She has already been managing colour and materials for the BMW brand since April 2024, bringing experience from Porsche AG, Daimler AG and Volvo Cars.

Domagoj Dukec, formerly Head of the BMW Design Studio, will now assume responsibility for Rolls-Royce Design, including Bespoke and Coachbuild.

Anders Warming, previously Head of Design Rolls-Royce, will oversee all Advanced Design topics, as well as the BMW Group Designworks subsidiary.

Holger Hampf, Head of BMW Group Designworks, will now be in charge of design for the MINI brand.

Christian Bauer will continue to lead the digital customer experience into a new era across all brands.

Adrian van Hooydonk: “I am delighted to continue driving the design and further development of our vehicles and brands forward, together with a first-class team of highly qualified design professionals.”

[LuckyL]

Not so keen on the statement:

“Like the NEUE KLASSE, which represents the redefinition of the BMW brand with its “electric, digital, circular” philosophy, a new cross-brand design team will be launched on 1 October 2024 to meet changing demands for future-oriented vehicle design.”

To me — this is the nail in the coffin.

The beauty and integrity BMW once had seems to be replaced with the false belief that we, as consumers, want cars that are over-engineered, drowned in useless technology, contain homogeneous design elements (to both themselves and other auto manufacturers), and then on top of all this, are electric.

#MakeBMWGreatAgain

[Bimmerfun82]

At least we know who was responsible in destroying mini, and that person is now in charge of M….

[dime.m3]

RIP Rolls Royce design. If you thought RR had large grills, just wait until Dukec works his “magic”

[David Kunitz]

The original Neue Klasse looks very very good.

If they can keep that design close to the production car and across all New vehicles I think it will be successful.

But it's always questionable these days to see what they will come up with.

[sakson]

So, Rolls getting ruined next.

[BimmerGuyFL78]

Originally Posted by sakson

So, Rolls getting ruined next.

Rolls Royce has been ruined since the new Sphincter/Specter. That split headlight look screams copy cat concept Hyundai/Jeep Cherokee, which automatically cheapens the look.

[LuckyL]

Originally Posted by Bimmerfun82

At least we know who was responsible in destroying mini, and that person is now in charge of M….

RIP… thought the same thing.

[Pentium]

I came here to see all the negative comments, and I was not disappointed!

[David1]

Can we bring back the BMW folks that went over Kia/Genesis..

[GuyOh]

I’m so happy Domagoj Dukec is leaving BMW. RIP rolls royce…

I just hope the new team respects the holfmeister kink, go back to the “angel eyes”, and no more vertical beaver buck tooth grills.

Also hope the new x3 is the only odd model with a “cheap” interior and hopefully lci can fix the interior a bit.

I’m hoping the design team can be more like Porsche. Design cars that look more traditional yet modern and sporty.

#MakeBMWgreatagain

[Cortexiphan]

The haters here have no concept of how car design works.

Also just as a note, a car doesn't 'die' when you don't like its design personally.

[cfm56d7b]

Taking a closer look at:

"Claudia Braun will head the newly created cross-brand department for Colour and Material Design for BMW, MINI and Royce Motor Cars. She has already been managing colour and materials for the BMW brand since April 2024, bringing experience from Porsche AG, Daimler AG and Volvo Cars."

In the era of continued cost cutting, this announcement makes perfect sense. The design and sourcing of materials will be implemented across all brands and models. Let's hope that the perceived quality of materials (ex: how satisfying real leather looks and feels ...) will be commensurate with the price paid. At the very least, offering better materials at a price would be preferable instead of having no alternatives.

[TEGRITY]

All hail, Heilmer, I guess. Interesting choice and hope it’s for the better. I like Mini’s and he didn’t do a good job IMO.

[Hit_Apex]

Originally Posted by Cortexiphan

The haters here have no concept of how car design works.

Also just as a note, a car doesn't 'die' when you don't like its design personally.

Such weird, emotional reaction to a fairly routine corporate restructuring. Guy responsible for the grill - seems like a promotion to RR and the beginning of succession planning for Hooydonk. G8x still on track to outsell previous generations despite a vocal minority who largely cling to old models cause BMW destroyed itself, lost its way, etc. It shows a little controversy keeps designs from getting boring and BMW is willing to take risks while pushing M performance to consistently higher levels.

[Montaver]

Domagoj was a disaster, if you read his interviews it’s clear he had nothing but disdain for the heritage of BMW design. I assume he will do something equally destructive at RR.

[8MW]

Lets all predict the new design language, shall we?

[LuckyL]

Originally Posted by David1

Can we bring back the BMW folks that went over Kia/Genesis..

This is where all the good designers went 😂🥲

[Tallest]

Well, ill try to be optimistic and hope that Polestar guy brings some sense to BMW design.

But also, as this looks like a very soviet type of reorganization, I dont hold my breath as key people like sockless mister Dukec remain on board just in another capacity, and the Mini guy steps up which let be honest, Mini under him has been iterating for 20 years after Frank Stevensons design, which is mad.

[Bimmerfun82]

Originally Posted by Tallest

Well, ill try to be optimistic and hope that Polestar guy brings some sense to BMW design.

But also, as this looks like a very soviet type of reorganization, I dont hold my breath as key people like sockless mister Dukec remain on board just in another capacity, and the Mini guy steps up which let be honest, Mini under him has been iterating for 20 years after Frank Stevensons design, which is mad.

ROFL, the guy without socks destroyed M. It is mad to have a guy with no sense of personal fashion to be in charge of such things

[NickyC]

I sincerely hope the horrid looking M3 and M4 will be a thing of the past. I greatly look forward to 2028 and the next model. Hope springs eternal.

[LuckyL]

Originally Posted by Cortexiphan

The haters here have no concept of how car design works.

Also just as a note, a car doesn't 'die' when you don't like its design personally.

You’re right in saying I have little concept of how design teams actually go about decisioning, process, and execution.

As a clear professional, would you be so kind as to elaborate on the details?

As a “hater” in this case, I don’t dislike all current BMW models or design elements. I personally love the G80 M3. I just believe that there is a constant push for efficiency over all else, which tends to create very homogeneous design elements, in addition to the use of cheaper materials to achieve cost cutting measures in place. And THAT I do hate.

My thought, given the group that has been assigned/restructured here, is that they will continue the above, in addition to electrifying all BMWs.

Electrification is also not, in my opinion, an inherently a bad thing. There are plenty of performance-related positives to the use of electric motors and I can definitely appreciate that. I dislike that the market and most automakers are pushing all electric line-ups. A 50/50 mix would satisfy those that would like electric, and those that prefer old school.

Lastly, 95%+ of all electricity is not sourced sustainably (i.e. solar, wind, etc.) so I don’t buy the “it’s better for the environment” aurgument until we see a massive shift in how we source energy.