BMW’s Design Director “Big ‘Kidneys’ Are Justified”

The BMW iX3 brings a new design solution, or rather, a return to the old, with reduced ‘kidneys.’ But BMW’s design experts don’t believe they’ve gone too far with large grilles recently, citing certain markets, such as China, that demand large ‘kidneys.’

When asked if BMW’s fascias have become too radical, BMW Group Design Director Adrian van Hooydonk disagreed, according to Australia’s CarExpert.

– No, because it depends on where you are in the world. In certain areas of the world, such as China, people are still looking for large radiator grilles. This is a somewhat sticky situation that you find yourself in as a global brand.

Van Hooydonk claims that BMW has taken note of all the negative comments about the design solutions on the M3, 7 Series, and XM:

– But we never saw that in the sales figures. In fact, quite the opposite. So, in a way, we didn’t feel compelled to react.

In other words, the market has accepted the big masks.

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