Do you prefer being bold to being bland? This is the question.
It’s obvious that BMW is in hot water, especially when it comes the new designs of its cars. Domagoj Ducec, the company’s chief design officer, has issued several statements defending the styling.
However, Dukec’s most recent interview with Autocar he discusses things differently. He actually talked more about the future, particularly the
BMW I Vision Circular The concept car by the automaker made its international debut at the IAA in Munich.
Do you go bold or do you stay bland? Dukec chose to go bold, and it was obvious that he did. It’s not enough to be bold. Vehicle designs must also be meaningful.
Dukec stated in an interview with Autocar, “We must be boldly meaningful.” There are many ways to be bold. Everyone knows how to make cars attractive. But if they don’t have meaning, it’s useless.”
It’s not a hollow statement to say that meaningful is important. The i Vision Circular is the new phase of models BMW called Neue Klasse (new category). The new BMW model is not retro-looking. It shares the same name as the popular ’60s series.
Dukec says, “Neue Klasse” will stand for electrification and digitalization as well as sustainability. This latter is not limited to the production of electric vehicles.
It’s all about redesigning and reducing. It’s about how we treat materials. This includes not using chrome and creating materials that use less leather. Electrification is not the sustainable path for us. They believe they can make electric cars, and that’s it. He said that the problem is much bigger.
As BMW designs evolve, you can expect to see more meaning in them. The repurposed kidney grilles from the i4/iX are an example of this, and can be used as a panel housing for different sensors and systems.
Dukec says, “It signifies the icon becomes intelligent, it becomes more meaningful.”