Dislike the Oversized Grilles on BMWs? Here’s Who is Responsible | Carscoops

      While BMW is moving away from oversized grilles, the brand’s design chief asserts that demand for them still exists.

      19 hours ago

      By Michael Gauthier

      BMW's Neue Klasse design is stepping back from large, bold grilles.

      Adrian van Hooydonk mentioned that oversized grilles are favored in China.

      The company believes that large grilles have benefited them more than they have harmed.

      Recently, BMW introduced the iX3 at the Munich Motor Show, marking the debut of their Neue Klasse design language, which will soon be applied to other models. This transition is expected to occur rapidly, as the company has stated that these design elements will be featured in nearly 40 new and refreshed vehicles by 2027.

      Further Information: BMW Introduced a New Logo, and Few Noticed

      The Neue Klasse design has received largely positive feedback and is characterized by a completely new front end with a slender twin-kidney grille and a “horizontal light signature.” This represents a notable shift, and BMW has previously indicated that these design features are meant to evoke the essence of the 1600 and 2002 models from the 1960s and 1970s.

      The Rise of Oversized Grilles

      This contrasts sharply with the large grilles found on the 7-Series, iX, and other models. Although these designs have faced some criticism, Adrian van Hooydonk, Head of BMW Group Design, remains unapologetic.

      In an interview with CarExpert, van Hooydonk explained that oversized grilles are popular in “certain regions of the world, like China.” He noted that “people are still asking for big grilles,” creating a “tricky situation” for a global brand like BMW.

      Even though the decision to incorporate larger grilles seems to cater to the Chinese market, van Hooydonk stated that they did not receive significant backlash from customers. He acknowledged there were some “negative comments,” but emphasized that these did not reflect in their sales figures. In fact, he suggested that large grilles may have positively influenced sales.

      “There was no backlash from customers,” van Hooydonk remarked. “While we acknowledged negative feedback, it didn’t show in our sales data. In many ways, we didn’t feel it necessary to respond.”

      Not Abandoning, Just Adapting

      Although large grilles have been the subject of jokes, van Hooydonk pointed out that they serve a practical function by accommodating numerous sensors. He also mentioned that the company will provide various grille shapes and sizes, suggesting that the age of oversized grilles may not be completely over.

      “We felt that this size of grille fits quite well for a car like the iX3,” he stated to the Australian publication. “This front end houses more sensors than ever before. Our cars are becoming increasingly intelligent, capable of more autonomous driving. Therefore, we had to consider how to integrate these sensors in our design,” van Hooydonk explained.

      “All these sensors are in the front end, yet they remain out of sight. This was one of the reasons why the grille needed to be highly functional, as it serves a purpose.”

      This trend is already evident, as the updated 7-Series will still maintain a large grille, albeit with a more subdued design.