BMW chief designer defends radical styleOctober 10, 2019
Adrian van Hoidonk reaffirms his commitment to the expressive design embodied in the latest concept of the 4 Series Coupe.
BMW’s chief designer once again defended a controversial new direction in brand design, which was seriously continued by the recently introduced Concept 4 Series concept coupe. After being deployed at the Frankfurt Motor Show, Adriana van Hoidonka was asked about polarizing views on BMW’s recent design debuts.
“I’m not a psychologist, but I know that BMW is a brand that has not only buyers, but also fans. They know our entire history of design and have a strong opinion about it. I do not think this is bad, it means that we really communicated with these people on an emotional level. Well, I know that there can be some discussion with the fans, because they loved what you just did, and you are already changing it. As a company, you must keep moving, ” – said Van Hoydonk.
He also noted that if the company stops, it will immediately become a target, since today there is extremely high competition in the automotive industry. In addition, the chief designer of the Bavarian brand said that making changes while you are successful is not very easy, because if the success leaves, people will say in society that you need to make changes again.
Describing specifically the 4 Series Coupe, he said it was a sports coupe, and by definition it should have a very expressive design.
“We want to do this for all our cars: we want to have fewer elements, then each element that you use plays a big role.”
However, Van Khoidonk admitted that the recent reconstruction of the flagship of the 7th series was the most striking, and there is good reason for this. “People liked the car, but overall they said that it is very similar to the previous one, so why should they buy a new one? Now everyone has noticed this, and production has increased significantly. ”
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