BMW Dials Down the Design Tension and Amplifies Its Affection for Sedans and Wagons | Carscoops

      Calmer designs and classic proportions are making a comeback as executives affirm the global relevance of sedans and wagons.

      by Stephen Rivers

      BMW plans to maintain its sedans and wagons in response to strong U.S. demand and dedicated customers.

      The Neue Klasse design emphasizes understated surfaces and smaller kidney grilles.

      M models will remain vibrant but will adopt a more timeless and refined styling.

      For the past twenty years, BMW has faced ongoing discussions about its design approach, with few models receiving universal acclaim. The innovative i3 and sleek i8 stand out as notable exceptions. However, their clean and well-balanced looks have not widely influenced the overall lineup. Instead, the brand has heavily embraced oversized, toothy grilles and bold surfaces on prominent models such as the 4 Series and M3. It appears that this trend is finally coming to an end.

      As the second-generation iX3 arrives with its Neue Klasse foundation, BMW’s design chiefs are steering towards a more restrained aesthetic. They seem to be welcoming a return to wagons, sedans, and a subtle elegance that had previously characterized the brand.

      A Change in Design

      In an interview with GoAuto, Oliver Heilmer, BMW’s head of design for compact cars, Neue Klasse models, Mini, and BMW M, stated, “Everything is becoming more calm. It doesn’t need to be overly expressive. It can be much more subtle. This might be the direction we are heading from a BMW perspective.”

      He mentioned that while the kidney grille will remain a signature element, future models will experiment with size and proportions in a less conspicuous manner. “If we believe a model will require a larger kidney grille for presence, we will adjust accordingly,” he noted. “However, the essence of the brand, like the iX3 and i3, aligns closer to the aesthetic we embraced in the '60s, where it didn’t need to be so ‘loud’ for this type of car.”

      The Endurance of the Wagon and Sedan

      Equally important, Heilmer indicated that BMW is not planning to phase out sedans and wagons. He referred to the wagon as the “core of the brand” and mentioned a resurgence of interest in wagons in the U.S. We can therefore anticipate new touring versions of the 3 Series, 5 Series, i3, and M5 PHEV.

      “A few years ago, it seemed like sedans might fade away,” he reflected. “But they have proven to be quite stable. Now we are making a statement: BMW stands for sedans. A compact, sporty, elegant midsized sedan is central to the (BMW) brand.”

      When asked about BMW’s commitment to introduce 40 new models by 2027, Heilmer acknowledged that a significant portion will be SUVs. Nonetheless, he emphasized that the lineup will also include numerous lower-slung cars, catering to both loyal customers and younger drivers who may be ready to transition from larger crossovers.

      “It varies by market,” Heilmer explained to the Australian outlet. “Different markets respond differently to proportions. We continually experiment with various shapes. (BMW) is always investigating shifts in customer preferences. For instance, we’ve observed a growing popularity of station wagons in the United States. We are responding accordingly.”

      M Division Calms Down As Well

      BMW’s M division will also adopt the more subdued Neue Klasse aesthetic, although design chief Adrian van Hooydonk maintains they will keep an expressive edge. “There will be a certain restraint in the designs we started years ago with the i3 and i8,” he stated to Top Gear, adding that cleaner designs “are likely to endure longer. This is beneficial for resale value and extends the lifecycle of our products.”

      For all those who called for BMW to refine its design language, it seems the brand is receptive to feedback.