Not everyone is a fan of BMW’s big ol’ grilles
Whether you love them or hate them, BMW’s giant kidney grilles have been one of the most controversial design moves of the past decade. The oversized vertical nostrils on cars like the G80 M3 and the latest 3 and 4 Series have divided opinion among consumers and seasoned BMW enthusiasts, as they distinctly contrast with the design of BMWs as recent as the F80 M3 sold from 2014 to 2018.
However, according to BMW design chief Oliver Heilmer, the era of the big ol’ BMW kidney grilles is sunsetting. In a recent interview, he noted that the brand is preparing to step back from its present-day bold and brash styling in favor of something much smoother and understated.
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In an interview with Australian outlet GoAuto at the launch of the iX3 SUV, Heilmer explained that the distinct grille designs of the current crop of BMWs were part of a past design trend that it is now shifting away from.
“That was a representation of the trend at the time,” he said. “When we introduced the (G80) M3’s vertical kidneys, customers really appreciated the differentiation. It was the right approach. But times are changing. Everything is becoming calmer. It doesn’t have to be too in-your-face in terms of expression. It can be way more subtle.”
The Neue Klasse design language, previewed on the new iX3, demonstrates that shift. Instead of exaggerated proportions and visual drama, the new SUV is a more traditional take featuring smoother lines inspired by the BMWs of the 1960s. According to Heilmer, its new approach is “calm, but still highly emotional.”
BMW still needs its kidneys
Though it has become a widely debated topic, BMW’s kidney grille is the brand’s most recognizable design cue and will remain a fixture of all BMW vehicles. Heilmer says that it will appear in different forms depending on the model.
“We have a broad range of products at BMW. If there will be a (model) in the future that we feel, in terms of presence, we are going to need a bigger representation of the kidney, we will do it,” he said. However, for core cars like the iX3 and upcoming i3 sedan, the company is aiming for subtler proportions that align with the brand’s history.
BMW’s high-performance gas-powered M cars will continue to feature real air intakes because their turbocharged engines need proper airflow. However, the company is moving away from the exaggerated styling seen in recent years. Heilmer emphasized that maintaining confidence in the brand’s DNA is more important than simply following trends, noting that the brand risks losing “part of [its] DNA” if it does so.
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BMW sedans aren’t going anywhere
In addition to the grille talk, Heilmer also said that BMW has no plans to abandon the sedan. Although BMW’s latest U.S. and global sales figures show that SUVs are dominating its customer base as its bread-and-butter, he sees sedans like the 3 and 5 Series as the brand’s spiritual core.
“A couple of years ago, you might have thought the sedan was something that might disappear,” he said. “But it’s quite stable, to be honest. Now it’s something where we are setting a statement. We have said BMW is standing for sedans. A small, sporty, elegant, midsized sedan is the core of the (BMW) brand.”
The next Neue Klasse debut will be the i3 sedan, a fully electric take on the classic 3 Series formula. Though it shares the name of BMW’s quirky, compact electric hatchback from the early 2010s, the new car will resemble the actual 3 Series, while ICE models will also receive styling updates.
In addition, Heilmer says that the biggest surprise for him has been renewed interest in BMW’s Touring brand of wagons by new BMW customers and seasoned enthusiasts. BMW’s wagons are gaining traction in markets outside Europe, including the U.S. and Australia, particularly when performance is involved. “For instance, what we have learned is that the station wagon is becoming more popular in the United States. And then we are reacting (to) it,” Heilmer said.
Final thoughts
BMW’s new design journey signals a thoughtful evolution away from the contemporary styling that has sparked heated debates among enthusiasts. As it introduces new models, BMW is aiming for a more restrained aesthetic and a shift towards smooth lines and subtlety that signal it is poised to redefine the brand’s identity.
As a fan of BMW and its contemporaries, I understand why such a change is needed. Like fashion, car design trends evolve over time as new tech becomes available; however, it is refreshing to hear a person from the inside reflect on what his customers and fans are saying.
