BMW’s design department has seen a major shake-up, with several key members being reassigned.
It’s difficult to pinpoint the origin of the current controversy surrounding BMW’s design. If you often feel uneasy or even dread when a new BMW is revealed, this news might offer a glimmer of hope. The German automaker has just announced a major shake-up in its design department.
Several senior members of BMW’s design team are poised for a major reshuffle. Although Adrian van Hooydonk, head of BMW Group’s design, will remain in charge, significant changes will be made across the various subdivisions under his leadership.
To start, Maximilian Missoni will be named head of design for the upper middle class (including the 3 Series and above), luxury class, and Alpina models. This change brings new energy to BMW’s design team. Missoni, who has been the head of design at Polestar since 2018, will be stepping into this role.
The award-winning Missoni is known for developing the sleek design language of the Volvo spin-off brand. Polestar’s current models are widely regarded as embodying Scandinavian design while maintaining a unique identity. Previously, Missoni was Vice President of Exterior Design at Volvo and also had an early career stint at Volkswagen.
Domagoj Dukec, who currently leads BMW’s design studio, is moving to Rolls-Royce, where he will oversee Bespoke and Coachbuild projects. Dukec has been steadfast in his bold grille-focused design approach for BMW. Despite criticism, he has compared the current design era to the controversial Chris Bangle period, suggesting it will eventually be viewed more favorably.
Oliver Heilmer, the current head of design at Mini, will now be responsible for the design of BMW’s compact and mid-size models, as well as BMW M. Heilmer has led Mini’s design studio since 2017 and has been with the BMW Group for over 20 years. Holger Hampf from BMW Group Designworks will take over Heilmer’s role at Mini.
Additional changes include:
- Anders Warming, previously Head of Design at Rolls-Royce, will now manage all Advanced Design topics and the BMW Group Designworks subsidiary.
- Claudia Braun will head the newly established cross-brand department for Colour and Material Design across BMW, MINI, and Rolls-Royce Motor Cars. She joins from Porsche AG, Daimler AG, and Volvo Cars.
BMW stated, “The new organization, aimed at transforming the company, will set the industry standard. For instance, Colour and Material Design will be unified across all brands, the BMW brand team will be split into two studios, and the focus on ‘Advanced Design’ will be enhanced.”
So, there it is—a redesign of the design team. BMW’s strategy appears to be shuffling the deck when in doubt. If these changes lead to fewer design choices that make enthusiasts question their decisions, the Bavarians might be on to something. Here’s hoping the next BMW reveal won’t have us seeking therapy.
