BMW is getting not one however two new heads of design. In the event you’ve been following BimmerFile over time, you’ll know that it’s comparatively regular for BMW to cycle designers via completely different manufacturers and roles. However what was introduced at the moment appears to be like a bit completely different and indicators a shift in how BMW will method design sooner or later.
BMW Group is shaking issues up in its Design division, all beneath the route of lengthy standing Group Design Director Adrian van Hooydonk. The BMW Group is forming a brand new, cross-brand design crew beginning October 1, 2024 centered on making certain BMW, MINI and Rolls-Royce are on the forefront of automotive design with a watch in the direction of innovation.
“Know-how and buyer preferences are shifting quicker than ever earlier than. Automotive design is extra numerous at the moment. Digital experiences, sound design, and sustainable supplies are actually simply as necessary because the automobile’s aesthetics. Each element counts, and it’s the seamless integration of all these parts that makes the distinction.”
Adrian van Hooydonk
BMW is splitting its design crew two studios permitting for a extra clear give attention to the underside and middle-end of the market and the extra luxurious top-end of the product line-up. There may even be consolidation of Color and Materials Design throughout all manufacturers and a stronger give attention to “Superior Design” for the longer term.
BMW Design
Oliver Heilmer, beforehand in control of MINI Design, is now accountable for BMW’s compact and mid-size fashions, plus BMW M. In the meantime, Claudia Braun will head up a brand new cross-brand Color and Materials Design division, overseeing BMW, MINI, and Rolls-Royce. Braun has already been steering this for BMW since April 2024, bringing expertise from Porsche, Daimler, and Volvo.
On the top-end of the market, Van Hooydonk has tapped business veteran Maximilian Missoni to guide design for BMW’s higher mid-size and luxurious fashions, in addition to BMW Alpina. Missoni comes from a profitable tenure as Head of Design at Polestar, following stints at Volkswagen and Volvo Vehicles.
“I’m excited to maintain pushing the design and evolution of our autos ahead, alongside a top-tier crew of proficient design professionals.”
Adrian van Hooydonk
Former BMW Design Studio Head Domagoj Dukec is shifting to Rolls-Royce Design, taking up Bespoke and Coachbuild duties. Anders Warming, who beforehand led Rolls-Royce Design, will now deal with all issues Superior Design, together with overseeing the BMW Group Designworks subsidiary. Holger Hampf, Head of Designworks, is ready to guide MINI design.
Christian Bauer continues to spearhead digital buyer expertise innovation throughout all manufacturers.
MINI Design Adjustments
Holger Hampf, Head of BMW Group Designworks, will now be in control of design for the MINI model.
Holger took the reins as President of Designworks again in 2017, making the transfer from Munich to the agency’s California HQ. Earlier than this, he was Head of Design Person Expertise for BMW Group, the place he performed a key function in pushing the corporate’s digitalization efforts and shaping consumer interface design throughout all of BMW’s manufacturers.
Holger’s bought a wealth of expertise and a real ardour for design. His wide-ranging background means he has worn many hats over time—digital pioneer, advisor, designer, networker, and ambassador—all rolled into one.
What actually units him aside is his capability to mix one of the best of two worlds. He’s traditionally mixed the exact, “much less is extra” mindset of German design with the daring, go-for-it power of California’s inventive scene.
