It’s no secret that BMW’s latest design has not been well received everywhere, and the company has responded to criticism in uncharacteristic and borderline indignant ways. There are many cars out there that can be described as visually polarizing, but BMW’s constant defense of itself dismiss critics as “boomers” Although many of the customers are actually boomers, it has been a strange and fascinating drama to see unfold on social media.
In their latest defense, BMW design heads Adrian van Hooydonk and Domagoj Dukec spoke Top gear in an attempt to downplay, but at the same time welcome, the setback. To be honest, there is nothing explicitly wrong with most of what van Hooydonk and Dukec say here. A lot falls within the “you can not please all ¯ _ (ツ) _ / ¯” area.
Honestly, if you were in their position, what more could you really say? Especially when “Yeah, we did some of that, right?” is not really an option.
The reasoning given by Dukec is not particularly convincing, as it is based on this formless, unspecified desire to “stand out”.
“You can make something beautiful, and we also have cars that are just pretty. But there are some customers who, if you want to reach them, you have to stand out. You have to create something that is not in line; Maybe not as an everyday car or an everyday product, but that’s exactly the reason. ”
Sure, standing out seems like a challenge when building a series of near-separating middlemen of marginally different sizes, and then pushing them into a market populated by competitors’ equally structured offerings. But you do not necessarily have to shock or disappoint most of the audience to be remembered, especially when you have a rich heritage of beautiful and high-performance cars that were generally well-liked. The heel turn is completely natural and not easy to understand, at least from the outside.
Dukec continues to lose me even further with its next comment on the 4-Series in particular, the car that has received most of the mockery:
“Not all of our products get the same reviews,” Dukec said. “You can see that in something as polarizing as the kidneys in the 4-series, 20 percent of people like it. It suits the type of customers we target.
This goes back to a percentage overview of how BMW sees its customers, and classifies them with demographic labels as “elegant creators” and “expressive artists” – you know, real marketing stuff. But in no dimensions can I see an approval rating of 20 percent as a gain. I guess the subtitle here is that BMW sees in court an extremely picky type of customer who will be seen as edgy and bold and interesting, a person who has confidence from having a humungous schnoz on the front of their luxury sedan. I can not help but read a superiority here too. If you do not “get it”, you are just not “elegant” or “expressive” enough to be BMW.
Between all that and the passive insults that lobber on their most passionate fans on Twitter, it seems that every time someone at BMW opens their mouths about design these days, it just digs deeper. I really hate being that guy who sadly comments on how everything used to be so much better, and I have desperately reached something positive to say about the front-end treatment on the new 4 and 7 series, or iX – but I do not find it.
BMW has never seemed to be a brand of attention before, and that’s what makes this so strange. In any case, it is apparently very concerned about it today, and to the credit of the company’s designers, it has certainly found ways to stand out. Van Hooydonk reflects on the uprising with a favorable spin:
“It’s really amazing [if you have fans]. That means you have people who not only buy your products, but who love what you do. Of course, if they love what you do, the moment you change it, they may have a problem with it.
Remember: No matter what people say, they are only disappointed in you because they love you. It’s something I think we can all benefit from.