The BMW X2 has managed to attract my attention and it’s not due to the colour.
At BMW’s UK website the firm has a set of features it wishes us to be aware of. “With its athletic shoulder line and gently sloping roof line, the dynamic styling of the BMW X2 has a coupé-like character that will definitely grab attention,” they tell us.
Well, yes but at the same time as they have elected to mess with the Hofmeister kink (it doesn’t really have one), they have added a badge to make up for the diminished clarity of the car’s identity. “For true distinction, the BMW emblem has been repositioned next to the Hofmeister kink on the C pillar. Just another case of breaking the rules.” The old saying goes that you should be able to
tell what a car is without the badges on. And if the car needs badges its identity is not strong enough. Just another case of breaking the rules. I have to take issue with the notion that the badge has been repositioned. There are still badges on the front and back; this is not a repositioned object but an additional one.
BMW claims this is a combination of X-model cues with a coupé-like profile and you have to admit, it’s not coupé-like at all, not in any meaningful sense. It does have doors, wheels and lights but not the hall-mark of a coupé, a mere two doors. I’d argue that the profile is so generic as to be anonymous.
Above is an equally coupé-like Hyundai Tucson for comparison.
Above is an equally coupé-like Renualt Kadjar for comparison.
Adding to the grief, is the solecism of the X2’s body-coloured cladding making an island surrounded by grey metallic trim at the sill. Isn’t that where you’d most want something rugged like, say, metallic grey trim? It’s analogous to having holes in the middle of your elbow-patches to show off the cloth underneath. How about a beer mat with a hole in the middle?
You do have to wonder what is a happening in BMW mansions these days. I have also noticed the addition of trim-level badges behind the front wheel-arches. Together with this “repositioned” roundel, BMW looks to be sliding or under-steering around a swerve in the road to brougham-ism. There is an excuse for C-pillar badges if it offers some information that the
corporate badge does not: the Mercedes S-Class V12 badge was something of a statement; 70s Fords had some entertaining badges anouncing trim-levels too. However, BMW used to be a brand where a) you always knew it was a BMW from the gross form of the car and b) badge-deleting was more the name of the game, so the point there was understatement. This C-pillar
bauble has more than a whiff of the huge label on a designer t-shirt rather than the telling details inherent to the design. To be fair, it’s not a bad-looking car but it is not at all representative of BMW’s hallmark design cues which are more than flexible enough to be applied to new niches.