Perhaps the biggest leaps in design and technology in the brand’s history are imminent for BMW: from 2025, the first eagerly awaited models based on the »Neue Klasse« platform will be presented one after the other. The new design language is intended to be both typically BMW and yet so progressive that it looks as if a model generation has been skipped, as Adrian van Hooydonk, Head of BMW Group Design, described it. This far-reaching transformation now also entails personnel changes in the design team – including some surprises.
“Analogous to the New Class, which stands for the redefinition of the BMW brand with its philosophy of electric, digital, circular , a cross-brand design team will be launched on October 1, 2024, which will take into account the changed demands on future-oriented vehicle design,” BMW announced in a press release. Perhaps the most exciting appointment: Maximilian Missoni(here in an interview with Chapter), who has shaped the design language of Polestar in recent years, is joining the BMW Group design team . In future, he will be responsible for the design of BMW models in the upper mid-range and luxury class as well as BMW Alpina.
In addition, Oliver Heilmer – Head of MINI Design since 2017(here in the Chapter Talks podcast and interview) – will lead the design for all BMW compact and mid-size models as well as for BMW M.
Holger Hampf, previously head of Designworks, the BMW Group’s creative think tank, will take over from Heiler as head of the MINI design team.
A newly created department for color and material design will take into account the BMW Group design team’s even stronger focus on sustainable materials and recyclates in the future. In future, this will be headed by Claudia Braun across all brands – after working at Porsche, Daimler and Volvo, she has been responsible for BMW color and materials since April 2024.
BMW Group Design Team starts with a new line-up.
Domagoj Dukec (here in the Chapter Talks podcast), previously responsible for the BMW Design Studio, will take over responsibility for Rolls-Royce design, including Bespoke and Coachbuild, while the previous Head of Rolls-Royce Design Anders Warming will be responsible for all advanced design topics and for the management of Designworks.
“We believe the time has come to take somewhat bigger (design) steps, including at the core of the brand,” said Adrian van Hooydonk in an interview with Chapter a few months ago.With the newly formed team of experienced design professionals, this redefinition now seems to be reflected in terms of personnel, and it will be interesting to see how the individual design philosophies will (co-)shape the respective brands from now on. [Red .]
