BMW, what's going on?
One brand, three different identities, labelled as one design language, but allowing individualism... and the guy who looks at and appreciates design language is losing his mind!
Yes, that's me, I'm that guy.
And BMW, what's going on?
The Neue Klasse design language is something I initially did not appreciate, but slowly started loving as it progressed. I saw the M3 electric that was showcased and grew to love it even more. The vertical fangs, I thought, were the next direction the brand was heading in.
Only to be proven wrong.
The combustion X3, or the older/outgoing version, has some L-shaped headlights. Then the latest iX3 has the fangs. And the X5 has X-shaped headlights.
So naturally, I started wondering what the hell was going on. I did some research. And BMW seems to have answers. Not ones I would necessarily appreciate or like, but answers at least!
Apparently, the fangs are the Neue Klasse light signature. It is supposed to eventually make its way across the BMW model range. Okay, makes sense.
But then the X5 is allowed to follow its own design language. The new X5 gets these “double-X” light icons, which BMW says are part of the car's own visual identity while still incorporating the broader Neue Klasse design language. So... okay.
But then, where does the X7 sit in between all this? Because that is a whole design language in itself. Sigh!
And this is where I start getting confused. If the Neue Klasse design language is supposed to establish a new look and feel for the entire BMW Group, but individual models are also allowed to retain their own identities.
How much individualism can a design language absorb before it starts becoming multiple design languages wearing the same badge?
Surely it cannot be limited to just the kidney grilles, and the Hofmeister kink, right?
And in my humble opinion, I think BMW should continue with the X headlight philosophy for the X-line, and let Neue Klasse become the dominant visual language for the sedans and the rest. At least then, I know what I am looking at.
And it seems like BMW's other German cousin, Mercedes, is doing just that! The star-everywhere design language. The star in the grille, lights, and every possible location inside the car as well.
Sure, they are not perfect either. They seem to have some weird miscalculation going on with their stars in cars too. But I will dig into that at a later date.