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LUXURY MUST
AROUSE EMOTIONS.
2
THE VISION
Searching and nding modern
perfection: Adrian van Hooydonk,
chief designer at the BMW Group,
on the new appearance in the
segment of the most exclusive
vehicles.
The models under the name
Bayerische Motoren Werke
open up a new world within the
BMW portfolio. What is your
idea of contemporary luxury?
We do not want to tell our customers
how they should dene luxury for
themselves, but just want to make
an attractive, diverse offer. The
perception of luxury is very different
worldwide. But a central aspect that
becomes visible everywhere is the
increasing signicance of personal
time. It is becoming the most
valuable asset in a globalised world.
How is the wish for perfection and
renement expressed in mobility?
In today’s mobile world, we spend
more and more time in various
modes of transport. Cars are now
like personal rooms on wheels.
One wants to feel completely
comfortable in them. A steering
wheel that you touch, the materials
that surround you have to feel
perfect and the eye does not want
to be disturbed by unclean lines or
individual components. The interior
of a vehicle is seen as a living space.
It is about being surrounded by the
highest possible sensuous quality.
What is the biggest challenge in the
external appearance?
Luxury must be reected to the
outside world in a matter-of-fact
way. There is a beautiful term for it:
sophistication. For designers – our
team has more than 700 employees
at four locations worldwide, who
are encouraged through constant
competition with each other in
terms of ideas – this means that
every detail counts. The design has
to arouse strong emotions while
expressing the highest quality and
durability at the same time. In order
to be able to spend every moment
intensely, full of meaning and
beauty. Therefore, we are building
a luxury ecosystem, a model family.
In various forms of expression:
contemporary saloons, elegant and
very sporty coupés, but also vehicles
that offer very luxurious space.
In the new designs, a common
factor is noticeable: the reduction
of lines. Do you want to increase
luxury by making luxury less
apparent in the design?
In this way, the design becomes
clearer, more modern and more
emotional. An expressive surface
play is in the foreground, and the
dynamics are emphasised even
more than before by the vehicle
body. The few but very precise
vehicle lines underline the graphic
design of the surfaces. The vehicle
body looks more powerful, rened
and luscious with the lavish
surfaces without losing the
sportiness that is typical to BMW.
This is possible only because we
work out every feature of a vehicle
individually. For a BMW, one should
be able to identify at rst glance
what kind of experience one would
have with it. Especially in our large
and particularly luxurious vehicles,
we attach great importance to
a marked appearance and the
maximum possible feel-good factor
in the interior. It‘s about freedom –
and the feeling of being at home
in a BMW.
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