Big changes coming for iconic brand

BMW has revealed the look of all of its future models with the iX3, but don’t expect every new BMW to look the same from here out.

The sleek mid-size electric SUV was revealed at the start of September and follows the design previewed by the Vision Neue Klasse sedan and SUV concepts.

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Fellow German brands Audi and even Mercedes-Benz have been accused of this same-same design in the recent past.

Senior Vice President BMW Group Design, Adrian van Hooydonk, told Australian journalists each model segment has its own identity, but there’s still room for consistent design.

“We want to still offer choices within our model range to our customers, also, because nowadays, each segment is hard fought, right? And sometimes you're competing with a competitor that makes only one car, but that's right in your segment, and it could be a problem,” he said.

“You have to really look at every car, and we are. So we will continue to offer some variety in our model range, but this will be the new look and feel for the family.”

The new design as seen on the new-gen iX3 is significant for a number of reasons. One of which is the notable lack of circular headlights.

van Hooydonk says there is no longer a technical need for circular headlights, but he emphasised the importance of the quad-headlight face as an enduring BMW signature.

“The technology of lamps is getting smaller and smaller. LED and laser and all these kind of light technologies allow you to make them smaller. And indeed, you no longer need a circular reflector, because that's how it came about. A big disc, or let's say, a big parabolic shape. So that's long gone. We don't need that technically.

“And we have learned, and I think our customers have learned, that the minute you put four - no matter almost what shape - type of signature elements, plus a grille, everybody recognises the BMW. So we feel that we can use it as an element, also to differentiate within our line-up.”

BMW Head of Design for M, Compact and Neue Klasse, Oliver Heilmer, did not rule out returning to circular headlights in the future.

“I would say, you never know. Why? Because sometimes technologies are enabling us to do something different to the past. And that led into, let's say, this kind of iconic, dynamic lights, which we have now, especially LEDs are really interesting in terms of size.

“So we always try to find a nice combination between, let's say, this iconography, but as well the technology. At the moment, we are playing with different shapes, but not round ones. But as I mentioned, you never know.”

Another key design element is the grille which is not as prominent as on some other models like the X7 and XM, as well as the 4 Series.

van Hooydonk rejected the suggestion there was a backlash from BMW owners over the larger toothy grilles of recent years, and highlighted the practical functionality of the new iX3 grille.

“There is no backlash from customers, indeed. Of course, we took note of all the, let's say, negative comments, but we never saw it in the sales figures. Actually, quite the opposite. So in some way or form, we didn't feel that we had to react.

“But if you look at this front end closely… you will notice that on a car the size of an X3, we felt that this size of grille actually fits quite well.

“Also incorporated in this front end are more sensors than ever before. Of course, our cars are becoming more and more intelligent. They can drive further autonomously. And so one of the questions that we had to solve in our design is how to incorporate these sensors. They are all in this front end, but you don't see them. And that was actually also part of the reasons [for] the grille.”