The author charts the evolution of BMW’s design over the past sixty years and laments the dismal state it is in today.
In the late 1950’s BMW was a company in deep financial trouble. It had been posting losses for a number of years as an increasingly affluent West German middle-class turned away from its motorcycles and Isetta bubble car but could not afford its 501 luxury saloon.
Moreover, the BMW 507 roadster, although beautiful, had proved financially ruinous for the company. Only 252 roadsters were produced over three years in production between 1956 and 1959. It was virtually hand-built and, even at a price of almost $10,000 (equivalent to $97,400 in 2021) in the US market for which it was primarily designed, BMW lost money on every single one sold. Consequently, the company posted a loss of DM15 million in 1959 and found itself on the verge of bankruptcy.
Daimler-Benz considered what would effectively have been a takeover of its troubled Bavarian rival. A proposal for a merger was tabled, but this was rejected by BMW’s shareholders. Instead, it was the Quandt family, whose wealth derived from a wide range of industrial holdings, that came to the rescue and recapitalised the company. A plan was formulated for a product-led reinvigoration of BMW. Continue reading “A Longer Read: Six Decades of Separation”
In recent weeks the design chiefs of the German car industry’s premier division reminded us exactly how they justify their retainers. This elite trio of Audi’s Marc Lichte, BMW’s Adrian van Hooydonk and Mercedes-Benz’s Gorden Wagener hold perhaps the most coveted and yet simultaneously least enviable jobs in the business, being at the very sharp-end of the changes rapidly encroaching upon all carmakers, but impacting the upper denizens in potentially even more profound a manner.
Earlier this week, we talked to a design commentator about the challenges facing carmakers; given the lack of vision which characterises the mainstream legacy motor car in the current environment. Viewed in this context, the manner in which these particular figures have deigned to Continue reading “Pinned Together, Falling Apart”
There appears to be a fairly broad consensus (outside the Forschung-und Innovationszentrum at least), that brand-BMW has, from a visual perspective in particular, lost its way. It isn’t today or yesterday that this has occurred and it certainly isn’t as if we haven’t already commented at length upon it, but to suggest that Adrian van Hoydoonk is presiding over a loss of face which brooks no retrieval is these days hardly an exaggeration.
There is more to BMW’s new 8 series GT than meets the eye.
These past few weeks have seen the unveiling of more than one automotive eyesore, courtesy of the German ‘premium’ brands. And the one among these that truly stood out was the BMW 8 series.
This is mainly due to what this BMW is not. It is not an oversized ‘utility’ behemoth, nor another ‘crossover’ of some sort. It also isn’t some supposedly all-new category of car (like its ‘first ever’ X2 sibling, to name but one). Instead, it is among the most traditional of automobiles there is, a gran turismo. Which means it is the kind of car that ought to Continue reading “8½”
Here we go again. Another week, another dispiriting announcement from the Vierzylinder. The new 8-Series however represents a new low.
At least it isn’t an SAV: It’s doubtful BMW’s all-powerful marketers will employ this line in their advertising for the new 8-Series, yet it just might be the sales pitch it deserves.
A curious car to consider in terms of BMW’s stylistic nadir, you might argue, after all what could be bad about a suave, low-slung GT? However, it does not require much study to realise the full extent of BMW’s current styling malaise which is embodied here. Because quite frankly, if this is the best Adrian van Hooydonk’s design team can muster, the crisis at the Vierzylinder is indeed far worse than feared.
The recent crop of new models coming from Munich inevitably leads to a simple question: What on Earth has been going on at BMW in recent years?
Ever since the Neue Klasse reinvented and saved the brand, BMW could only ever, leaving matters such as personal taste aside, be described as assertive.
Assertively conservative insofar as an adherence to driven rear wheels, straight six engines and the evolution of the themes established by the Neue Klasse were concerned. Assertively daring when it comes to Continue reading “Crossed Over”
BMW have released photos and a rather toe-curling video for their new concept Z4, said to provide broad clues as to how next year’s production Z4 will look. Good grief, it’s an angry looking thing, isn’t it?
Here are some words. They’re lifted from BMW’s website, (verbatim) so I take no responsibility. Apart from the annotated comments of course, which are mine. Continue reading “Anger Is an Energy”
As BMW readies a new 5 GT for 2017, we pay tribute to their 2009 niche bender.
Back in 2009, BMW introduced the 5-Series GT – a car few have felt much affection for, the poor thing. It’s unclear why BMW felt they needed it. When it first appeared as the Progressive Activity Sedan concept in 2007, it seemed BMW were just toying with niches in a similar manner to their Swabian rivals in Stuttgart-Untertürkheim.
But PAS was no R-Class, being far more saloon-like in concept and appearance, even if the desirability of a 5-door BMW hatchback as large as a 7-Series seemed questionable even in those innocent pre-crash days. Continue reading “Requiem for a 5-Series”
BMW celebrates its century with a blizzard of PR bafflegab
They got a little mixed up with the concepts of ends and means though. BMW has cited four elements that constitute its values and have sketched a new and thrillingly meaningless corporate logo. Continue reading “BMW Is A Hundred Years Old”
In the repository of automotive facelifts, this example is something of an aberrant one. BMW’s E65 7-Series is commonly and perhaps justifiably regarded as BMW’s ‘they’ve gone stark raving bonkers’ moment. Adrian Van Hoydoonk’s styling was on one hand a genuine breath of fresh air, yet at the same time, a visual challenge of epic proportions.