BMW Has No Plans to Abandon Its Bold Designs Anytime Soon | Carscoops

      The new iX3 tones down the theatrics while maintaining its character, although BMW assures that it will continue to explore expressive designs like the XM.

      BMW’s latest iX3 embraces a more straightforward, timeless aesthetic.

      The Neue Klasse design emphasizes lasting appeal and clarity.

      The company plans to keep offering expressive models alongside this transformation.

      BMW has faced criticism over its design decisions over the years, some of which were warranted and others that sparked debate. The backlash intensified as its signature style drifted away from the understated elegance characteristic of previous decades. However, a change is underway.

      As the brand enters its Neue Klasse phase, it debuts a second-generation iX3 that stands out, but does so in a manner that is less likely to provoke negative reactions.

      The iX3 possesses a unique silhouette while avoiding the more controversial elements present in other models. Its design remains distinctly BMW, yet it displays a refined sense of proportion and detail. Nevertheless, the Neue Klasse concept does not suggest that BMW is abandoning its so-called “expressive” style; rather, it indicates a recalibration is taking place.

      Classic Elements with Modern Updates

      Neue Klasse is more than just a design motif; it represents an opportunity to revise the brand’s visual identity. Adrian van Hooydonk, BMW Group’s long-standing chief designer, has been guiding this reimagining.

      Drawing inspiration from the brand's past, the most notable modification is the redesigned kidney grille. Unlike recent models that exaggerated this iconic shape, the new iX3 reverts to a more modest approach, with the grille now positioned more vertically and upright, countering the trend of increasingly wide openings.

      In an interview with the German business publication Handelsblatt, van Hooydonk described the new design language as prioritizing “longevity.” He characterized the styling direction as deliberately more understated and structured, featuring fewer lines and less visual clutter. “We aimed for a formality that would last,” he stated. “This is why it is simpler.”

      Expressive Designs Still Have Their Place

      Van Hooydonk’s perspective reflects some cultural insights. “As the world becomes increasingly noisy, I'm pleased that we can introduce a bit of tranquility,” he mentioned regarding the new design philosophy. Importantly, this shift does not imply that all future BMW designs will be subdued. He noted for fans of the XM, “expressive products will still be available—you just need to be a bit patient.”

      Van Hooydonk has directed BMW’s design strategy for over 15 years. Now at 61, he is technically beyond the company’s internal age limit for executive positions, yet no successor has been appointed, leaving the future of BMW’s design leadership uncertain.

      At a recent event at BMW’s independent Designworks studio in Santa Monica, van Hooydonk was asked about one of the company’s most flamboyant models, the XM. When questioned whether he found it "beautiful," he replied with careful ambiguity: “Beautiful must be defined.”

      Designing for a Broader Audience

      In contrast, the iX3 is consciously designed to be more accessible. It targets a wider audience and adopts a more balanced design philosophy.

      Martin Groschwald, head of the design consultancy Konzepthaus, noted that many Chinese manufacturers tend to copy each other. “Without the logo, they appear nearly identical,” he told Handelsblatt. He remarked that the iX3 strikes a delicate balance, being familiar enough in form to appeal to Chinese buyers while still retaining enough distinctiveness to be recognized as a BMW.

      Development for the Neue Klasse designs began in 2019, and the feedback for the iX3, including its design, has been positive. In just six weeks following its September launch, BMW secured roughly 3,000 orders for the new iX3 in Germany alone. The company is optimistic about its reception in other markets, including China, where long-wheelbase versions will be manufactured.

      BMW’s strategy is evident. In markets like China, a certain level of visual uniformity is commonly accepted, even preferred. Nevertheless, BMW's goal is to navigate this landscape by offering a product that is sufficiently appealing while still standing out as distinctive.