BMW is reducing its emphasis on extravagant design and increasing its focus on sedans and station wagons (3 photos)

BMW design changes

Over the past two decades, BMW has repeatedly become the subject of debate due to its design decisions, as only a few models have received almost universal approval. The exceptions were the clever i3 and the elegant i8, whose clean and balanced lines never made it into the main car line. Instead, the Munich company has relied on massive radiator grilles and aggressive shapes, as in the 4 Series or M3. However, this era seems to be coming to an end.

Key aspects of the new strategy

A new design philosophy

The second-generation iX3 and its Neue Klasse platform are already on the way. As this event approaches, BMW’s design chiefs are clearly moving towards more restraint. In fact, they are returning to the estate cars, sedans and the refinement that once defined the brand.

Oliver Heilmer, head of design for BMW’s compact cars, Neue Klasse, Mini and BMW M, said: “Everything is becoming quieter. We don’t need to be too obtrusive in our expression. Everything can be much more subtle. I guess this is the era we are in from a BMW perspective.”

He stressed that the kidney grille will remain the brand’s hallmark, but future models will experiment with size and proportions without drawing too much attention. Heilmer added that if a particular model needs a larger grille, the company will implement it, but the brand will continue to focus on cars like the iX3 or i3, which are reminiscent of the 1960s style with a less “loud” design.



The future of sedans and station wagons

Heilmer also confirmed that BMW is not going to abandon sedans and station wagons. On the contrary, he called the latter “the core of the brand” and pointed to a resurgence of interest in station wagons in the US. This means that we can expect new Touring versions of the 3 Series, 5 Series, i3 and the hybrid M5.

“A few years ago, you would have thought that sedans would disappear,” he said. “But they are quite stable. Now we are making a statement: BMW is standing up for sedans. The small, sporty, elegant mid-size sedan is the heart of the BMW brand.”

Discussing plans to launch 40 new models by 2027, Geilmer acknowledged that SUVs would be a significant part. But he stressed that the lineup would also include numerous low-riding vehicles aimed at loyal customers and young drivers who are ready to give up bulky crossovers.

Updated M-series

BMW’s M division will also adopt a more subdued Neue Klasse style, although, according to design chief Adrian van Hooydonk, the cars will remain expressive.

“There will be a certain restraint in the design that we started many years ago with the i3 and i8,” he said. “The cleaner lines will probably last longer. That’s good for the residual value and extends the life cycle of our products.”

For all those who have been calling on BMW to make more deliberate design decisions, the brand seems to have listened.



Photo: Carscoops/ Stefan Baldauf & Guido ten Brink

These changes reflect a global trend in the automotive industry, where more and more manufacturers are returning to classic shapes and sustainable design. For BMW, it's also an opportunity to step up competition with brands like Mercedes-Benz and Audi, which have traditionally focused on elegance. Given the rise of electric vehicles, the new strategy could help the company attract customers looking for a combination of innovation and time value.