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.
Two years and one month isn’t a long time by the standards of the automotive industry. Creating a car from scratch within such a period of time would be extremely difficult. Truly changing a marque’s design ethos would be utterly impossible.