BMW Group is set to undergo significant changes in its design teams effective October 1. Adrian van Hooydonk will continue as the head of design, but Domagoj Dukec, who has led BMW’s core brand design since April 2019, will transition to Rolls-Royce in a similar role. Dukec, a Frankfurt-born Croatian, previously emphasized that “good design is not about pretty or ugly.”
The design responsibility for future BMW models will now be split between two new leaders. Maximilian Missoni, formerly the design chief at Polestar, will oversee the design of BMW’s upper mid-size and luxury vehicles, including the newly acquired BMW Alpina models. Missoni brings experience from his six-year tenure at Volvo’s spinoff brand.
Oliver Heilmer, the current design head at Mini since 2017, will take charge of the compact to mid-size BMW vehicles and M models. Holger Hampf, previously the head of Designworks, will now lead Mini’s design team, while Anders Warming, former Rolls-Royce design chief, will lead Designworks and oversee “Advanced Design topics.”
In addition, Claudia Braun has been appointed to lead a new cross-brand department focusing on Color and Material Design for BMW, Mini, and Rolls-Royce. Christian Bauer will continue as the head of digital customer experience.
Despite potential speculations about the reasons behind the redesign team overhaul, BMW’s sales figures reflect a different narrative. The company achieved record-breaking sales in 2023, delivering 2,252,793 vehicles. Although the designs have received mixed feedback, the strong sales performance suggests that BMW’s market strategy remains effective.
While BMW’s traditional enthusiasts may feel that the brand’s classic appeal is diminishing, the company continues to cater to a broader market with a diverse lineup, including performance models like the resurrected M5 Touring and manual gearbox options in various models. Crossovers and SUVs remain the top sellers, with vehicles ranging from the compact X1 to the larger X7 and the controversial XM.
BMW interiors have also evolved to feature extensive digital displays, reducing physical controls. Despite significant price increases, consumer demand remains robust. As BMW prepares for future innovations, the new design teams will likely influence vehicles planned for release towards the end of the decade, while the design for upcoming models like the iX3 crossover and the 2026 i3 sedan is already finalized.
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