BMW is revamping its design department and bringing in new talent. Maximilian Missoni, known for his work at Polestar, will lead the design for BMW’s luxury and Alpina models. His award-winning designs at Polestar and Volvo set high expectations. Missoni is expected to elevate BMW’s design with a more sophisticated approach.
Leadership Shakeup and Strategic Shifts
The redesign of BMW’s design team includes several key leadership changes:
- Adrian van Hooydonk, BMW Group’s head of design, will continue to oversee the department, but significant changes will affect the subdivisions under his leadership.
- Domagoj Dukec, formerly head of BMW Design Studio, will transition to BMW-owned Rolls-Royce. Dukec’s bold design choices for BMW have faced criticism, but he compares the current era to the controversial Chris Bangle era, suggesting it will be appreciated in hindsight.
- Oliver Heilmer, the current head of design at Mini, will now oversee design for BMW’s compact and mid-size models, as well as BMW M. He brings two decades of experience with BMW Group.
- Holger Hampf will replace Heilmer at Mini, having previously worked at BMW Group Designworks.
New Roles and Expanded Focus
Additional changes in BMW’s design team include:
- Anders Warming, formerly Rolls-Royce’s Head of Design, will now manage Advanced Design topics and the BMW Group Designworks subsidiary.
- Claudia Braun will lead a new cross-brand department focusing on Colour and Material Design for BMW, MINI, and Rolls-Royce. With experience from Porsche, Daimler, and Volvo, Braun is set to bring a fresh perspective to the design process.
BMW’s Commitment to Design Transformation
BMW is restructuring to boost its design identity and meet industry standards. The plan includes merging Colour and Material Design across brands. It also divides the BMW team into two studios and strengthens Advanced Design efforts.
A New Era for BMW’s Design Aesthetic
BMW’s major changes aim to revamp its design philosophy. Both fans and critics will watch closely. They want to see if these updates solve past issues and make BMW cars more appealing.