De-Banglization of BMW Continues
(Image Source: LeftLaneNews)
When BMW released its Chief Designer Chris Bangle armed with flame throwing pen onto its own lineup six or seven years ago, BMW traditionalists watched in abject horror as every model in the range was converted to the vehicular equivalent of Frank Gehry's deconstructivist architecture (Mr. Bangle has credited Gehry's work as influencing his own).
In light of this architectural context, some might wish to refer to Mr. Bangle's work as destructionist.
But slowly and surely the Blue Roundel is starting to erase some of the damage Mr. Bangle has caused. Adrian van Hooydonk, the principal designer behind the easier-on-the-eye 3-Series, has done some touch-up work on the Bangled 5-Series.
Key among Mr. Hooydonk's improvements is the reworked front air dam that has lost the previous version's fangs. You can see that only a shadow of their former presence remains in the lines that cross the matrix grille below the bumper.
The revamped M.Y. 2008 mid-sized sedan and wagon are due to be sold later this year.
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7 Responses to “De-Banglization of BMW Continues”
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I am a BMW owner and I do not agree with your opinion of the reasons for the revised BMW 5-Series design.
First of all, art is subjective. One person’s “destruction”, is another’s masterpiece. You obviously admit that the products BMW has been putting out have been a direct result of the leadership by Chris Bangle. Do you really dismiss the fact that BMW has had the most profitable years to date under his leadership as mere coincidence?!?!?!
What do you think, that BMW is doing this to appease critics? No! They build premium vehicles, and if the market decides to continue making them number one in the face of larger, and more conservative competition (i.e Mercedes, Audi, etc…) I think it’s clear you may want to step back and take another look at the Art hanging on the wall. A more practical person might say that the majority of people see Masterpieces.
You see what you want to see. I think the revised design is merely an update to the car…something various car makers such as GMC do every year just to tout “All New”.
Leo >
Thank you for your thoughtful comment.
When you write that you are a BMW owner – you must be indicating that one (or more) of Mr. Bangle’s creations sits in your driveway. Such is vehement “tone” to your response.
And I think you’re going through something akin to denial. To be kind, the “majority” as it were are Bangle skeptics. And Mr. Hooydonk has been slowly but surely whittling away at Mr. Bangle’s originals.
Examples include the revamped 7, now the 5, the M5, and how Mr. Hooydonk himself took ownership of the new 3-Series and M3. No messing with the bread winner 3 with controversial flame surfacing.
As for BMW’s continued popularity – 2 factors: the machines themselves have never performed better and BMW enjoys a very, very loyal brand following.
I won’t shed one tear when Mr. Bangle and his “architecture” both take to the open road.
And chances are, when you’re ready for your next BMW, you won’t mind either.
You make my point for me kind Sir! To say that BMW has one of the most loyal brand followings is to say that the followers are loyal to the people behind the brand. Or do you think that these big, beautiful machines design and build themselves? Hah!
Yes, I own one of Mr. Bangle’s “creations”, which by referring to them so affectionately you betray your true admiration for his ability to create. I myself am not so short-sighted as to believe that a great person’s influence can only be expressed first-hand. If you ever have the chance to talk to Mr. Hooydonk personally, I’m sure he’d have quite a different opinion of our dear Mr. Bangle than yours. ;o)
In case you never get the chance…ahahaha!!!
http://www.topgear.com/content/features/stories/2005/02/stories/07/1.html
Leo > Thank you again for sparking up the commentary here. This is enjoyable.
Brand loyalty – who else can BMW’s party faithful turn for performance that only BMWs can provide? It’s the engineering that sells the cars to the Bimmerphiles. As for everyone else, blind brand appeal.
And when I used the word “creation”, I had Mary Shelly’s Frankenstein in mind.
Thank you for the TopGear link – and yes I am well aware the Hooydonk is Bangle’s protege. But somehow, Mr. Hooydonk’s designs are far less radical, more conservative than his predecessor’s. What could that mean?
And on a concilliatory note, I partly concede favor on two of Mr. Bangle’s designs – the Z4 Coupe and the 6-Series coupe (the convertible is just wrong!)
I agree that re automotive style: to each his own. That said, and as the owner of an E39, I cannot ever remember ANY BMW model causing the uproar that Bangle’s E60 did. It is a great car to drive, but the style IS polarizing. While some like it, it has been amazing to hear how many BMW owners simply won’t buy it. I can never recall this level of unhappiness with any previous BMW design. I will not be unhappy to see Mr. Bangle depart.
Well put, Mike. Why BMW could not have just taken the E39 generation 5-Series and re-sharpened the edges (softened in favor of aerodynamics from wonderful and boxy predecessor), designed individual quad headlamps as in the last variation of the E38 7-series and just rolled with a conservative, evolution-based design is a question to be asked. Was a radical, flame thrower, retake so necessary? I think not.