New Autoweek article on Bangle

http://www.autoweek.com/cat_content...._code=02265702

BMW's Bangle aiming for distinctive models as automaker shakes up lineup


By HILMAR DUNKER AND PIA KRIX
Automobilwoche

BMW chief designer Chris Bangle wants the automaker's model line to have strong differentiation.

"We needed a scheme that would put everything into a logical matrix," he says. "The plan was not 'everything is like the other one.' Neither was it 'everything has to be different to the other one.' We developed a spectrum which leads into two different directions. At the one end of the spectrum stands the 7 Series with a sculptural, present shape. At the other end stands the BMW Z4."

Without question, the shape of each is distinctive. That can be a good thing, because it signals uniqueness. But it also can open the door to criticism - something to which Bangle is no stranger.

Last year it seemed that Bangle was under fire from all sides. BMW enthusiasts, automotive journalists and even auto executives ripped his redesign of the 7 Series - particularly for the high-end shape of the trunk. Volkswagen design boss Helmut Warkuss, for example, bad-mouthed the BMW flagship as a "bunch of uncoordinated steel plates."

People wondered why the German automaker was being so radical with its most conservative model.

But Bangle took the criticism in stride. "You have to be a little different sometimes," he told Automotive News last October. And it should be noted that the BMW management board stuck to Bangle's design course and has been giving him full backing. Burkhard Goeschel, head of product development, praises the "distinctiveness" of Bangle's work. Bangle himself declares, "When there are controversial discussions about our products, that shows that our cars have personality."

Says Bangle: "The rear has its own personality, which belongs to that product."

But BMW sources in Germany have told AutoWeek that Bangle and his team have been hard at work restyling the car since moments after the reskinned 7 premiered at the 2001 Frankfurt show. Look for an all-new tail and face, with an improved trunk-lid line and the elimination of the eyebrows over the headlights.

BMW is hoping to shake things up with a series of other changes. In July the new BMW 5 Series model will be launched. In the fall, both the X3 sports activity vehicle and the BMW 6 Series coupe will have their world premiere. Next year the BMW 1 series, the 6-series convertible and the 5 Series touring model will follow.

Bangle denies that the 5 Series originally had been designed to be a smaller version of the 7 series but was toned down because of harsh criticism of the 7 Series.

"The 5 series is not a small 7 Series," Bangle says. "That was clear from the beginning on. The development of the new 5 Series had already been in full swing before the 7 Series was launched on the market."

If anything, the 6 Series would be considered closer, he says: "This model has grown from the 7 Series."

As far as the other models go, Bangle categorizes the 3 Series and the planned 1 Series models into the sportive, dynamic group. "The 3 Series is closer to the Z4 than the 5 Series," he says. "It is a little bit sportier. And the 1 sSries will have even more surface dynamics than the 3 series," explains the 46-year-old, who also puts the new X3 sports activity vehicle into this group.

The U.S.-born Bangle, who started his career as an interior designer with Opel, doesn't mind knocking the competition.

"Certain enterprises had a look into the future and then decided to go back into the past," he says. "They build the cars of 40 years ago again - but this time with flat glass."

Bangle says he likes the design of the French carmakers. "Renault creates a very good design. The enterprise goes its own way and continues with a clear style."

Something like that inspires him - even though BMW has chosen a completely different way than Renault.

Bangle says he likes the design of the French carmakers. "Renault creates a very good design. The enterprise goes its own way and continues with a clear style."

Bangle has weapons of mass destruction..! Get him out..!

Originally posted by TD
Bangle says he likes the design of the French carmakers. "Renault creates a very good design. The enterprise goes its own way and continues with a clear style."

Something like that inspires him - even though BMW has chosen a completely different way than Renault.

Renault ceased the production of Avantime, because it was one of the weirdest designs and they couldn't sell the car at all. The new Megane is looking exactly a small copy of the Avantime, which, IMO, will also disappear from the earth in the very near future.

Here's the Avantime



and here's the current Megane

The Italians seem to like the Megane II. I saw a lot of them on the streets of Rome.

One thing that does differentiate BMW and Mercedes from the Big 3 and Japanese car companies is a distinct brand recognition across the different series/lines of the cars. The average layperson can recognize a BMW but would have a hard time identifying a Toyota or Chrysler product. To lose this brand recognition would be a bad thing for BMW... IMO.

Originally posted by Artslinger
One thing that does differentiate BMW and Mercedes from the Big 3 and Japanese car companies is a distinct brand recognition across the different series/lines of the cars. The average layperson can recognize a BMW but would have a hard time identifying a Toyota or Chrysler product. To lose this brand recognition would be a bad thing for BMW... IMO.

and, as usual, i strongly agree with 'slinger in this regard.

who really could argue that the new XJ (the all new aluminum intensive XJ) is not gorgeous? even the new astons, while evolutionary, stay close enough that there is no question what it is.

i used to like the look of z4's on the road, but now......the front end is so anonymous. why is all of the detail on the sides and the front so damn long and boring? that's auto design?

It would be very difficult for BMW to lose total brand recognition when you have the icon of the twin kidney grills. But keep screwing around with the styling cues and BMW may one day end up with a line of cars that look like every other world car... a trend most other car makers seem to be adopting.

The day of being able to recognize a brand of car is almost over.

Bangle's designs tend to have lots of non-functional surface detailing. Swoops, facets, creases, etc. This seems antithetical to traditional German Bauhaus design, which has greatly influenced German cars to now. That design school emphasizes economy of form -- no extraneous, unnecessary elements. It also emphasizes form follows function -- there's a logical, functional reason for each design element, not just sheet metal creases based on a designer's whim or ego.

After repeated viewing, I have sort of talked myself into thinking the new 7 and even the Z4 are OK. However it seems you shouldn't HAVE to convince yourself if the design is really good. For example the first instant I saw the previous generation Audi A4, I though Wow! What a nice design. I didn't have to squint and say "it's really not so bad once you get used to it".

I understand Bangle's concept of appealing to a wider audience to sell more cars. Maybe it will work. For decades Detroit's mantra was "sheet metal sells", and focusing on that (not engineering) worked for a while. I know lots of non-enthusiasts who think BMWs look plain or austere, so maybe it will work.

But I'd rather BMW continue a conservative, minimalist design approach, focus on engineering, and leave the sheet metal pyrotechnics to the Japanese and Americans.

BMW used to have an anti-Mercedes advertising slogan: "our status symbol is under the hood, not on top of it", IOW their focus was below the sheet metal, not above it. With Bangle this seems to be changing. I wish BMW would keep that original focus.

I do agree with your comments. However, that status symbol under the hood is going nowhere and will stay there for a long time. The new V8 and V12 Valvetronic engines are one of the most sophisticated engines on the market. The 3.0 Liter I6 is probably the best engine in its class.

Technology is still playing a big role in BMW's philosophy. Bangle's designs have no influence on the engine development.

Originally posted by joema
Bangle's designs tend to have lots of non-functional surface detailing. Swoops, facets, creases, etc. This seems antithetical to traditional German Bauhaus design, which has greatly influenced German cars to now. That design school emphasizes economy of form -- no extraneous, unnecessary elements. It also emphasizes form follows function -- there's a logical, functional reason for each design element, not just sheet metal creases based on a designer's whim or ego.

After repeated viewing, I have sort of talked myself into thinking the new 7 and even the Z4 are OK. However it seems you shouldn't HAVE to convince yourself if the design is really good. For example the first instant I saw the previous generation Audi A4, I though Wow! What a nice design. I didn't have to squint and say "it's really not so bad once you get used to it".

I understand Bangle's concept of appealing to a wider audience to sell more cars. Maybe it will work. For decades Detroit's mantra was "sheet metal sells", and focusing on that (not engineering) worked for a while. I know lots of non-enthusiasts who think BMWs look plain or austere, so maybe it will work.

But I'd rather BMW continue a conservative, minimalist design approach, focus on engineering, and leave the sheet metal pyrotechnics to the Japanese and Americans.

BMW used to have an anti-Mercedes advertising slogan: "our status symbol is under the hood, not on top of it", IOW their focus was below the sheet metal, not above it. With Bangle this seems to be changing. I wish BMW would keep that original focus.

I would argue that BMW is now paying attention both under and above the sheet metal. All the reviews I've read have been ga-ga over the driving dynamics of both the 7er and Z4. I think that proves BMWs are still the ultimate driving machines... only the outer design may not be to the traditionalist's taste.

i understand the engines are innovative and powerful, but we have yet to really feel the trickle down effect of these innovations in the mainstream cars.

when the valvetronic engines find their way into 3 and 5 series cars, then i may change my mind.

but for now, the two combined philosophies of (1) caring little about added mass and trying overcome that with sheer HP... AND....(2) superfluous styling really force me more and more into either the audi or porsche camps. audi? hey, if i'm going to get a piggy-weight car, might as well be nice inside plus have integrated AWD (not AWD as an afterthought). porsche? they still make GTx cars that are barely streetable race cars. BMW doesn't even do this anymore. the M division has become a salon of gran turismo cars, not monsters in the likes of the REAL GT cars like the GT2 or GT3 stuttgartmobiles.

Originally posted by pdz
but for now, the two combined philosophies of (1) caring little about added mass and trying overcome that with sheer HP... AND....

Then how is it that the mainstream E60 5er is lighter than its predecessor?

Bangle and the days of his regime are numbered and the people of the world will soon drive decent looking autos.

Originally posted by 3seriesbimmer
Bangle and the days of his regime are numbered and the people of the world will soon drive decent looking autos.

Liberation for BMW drivers,i second that.

someone at BMW on the board needs to make an executive decision and to hire another lead designer, just as a co-head designer. somewhat more of a traditionalist. and then compete with bangle designs.

just to see.

hey, they can afford it. and what would they lose that they won't potenial in marketshare with controversial new designs?

good point

Originally posted by pdz
when the valvetronic engines find their way into 3 and 5 series cars, then i may change my mind.

Why is that? It sounds you are complaining b/c you like to complain. What other engine available in the price range and performance range comes close? Sure, bringing the new technology into the 3 series will be great, but not having it doesn't make the current best in class engine anything less than best in class.

Have fun in your Audi. I will take an over powered, overweight car with a BMW designed suspension over an overpowered, overweight car with a nice interior any day. As far as I know, they haven't let Bangle loose on the suspension designs or the engine designs.

Or, I might buy a used, lighter car. So you may have a point about the current trend being bad for the enthusiast. Just not about buying an Audi b/c, even though it's not what you want and still not as good as the competition, it's a better choice b/c you never expected it to be what you wanted.

I just hate, hate, hate, coming up to the rear of a Honda thinking gee it looks like a "Bimmer" including tail lights and back end of trunk lid.. At times from either end I am not sure what it is until I see the Roundel. A change is in order for sure, but it should be attractive. I can recognize a Benz much easier than the BMW at some angles. Am I the only one to make this last statement? I understand what Bangle is trying to do, and what he is trying to do is needed, but far be it for me to design the BMW so we all admire it despite the fact ithe new dsign is so damned distinctive it stands out there all alone so we can all love it. To tell the truth, I like my Coupe just the way it is, and will keep it for a long long time, rather than purchase a homely replacement. My 2 cents.

Originally posted by rwg
Why is that? It sounds you are complaining b/c you like to complain. What other engine available in the price range and performance range comes close? Sure, bringing the new technology into the 3 series will be great, but not having it doesn't make the current best in class engine anything less than best in class.

Have fun in your Audi. I will take an over powered, overweight car with a BMW designed suspension over an overpowered, overweight car with a nice interior any day. As far as I know, they haven't let Bangle loose on the suspension designs or the engine designs.

Or, I might buy a used, lighter car. So you may have a point about the current trend being bad for the enthusiast. Just not about buying an Audi b/c, even though it's not what you want and still not as good as the competition, it's a better choice b/c you never expected it to be what you wanted.

actually, focusing just on wagons, audi's kick the BMW's a$$ right now as BMW is focused more on X-type vehicles. look at what i could get in an audi. an a4 avant 3.0, an a6 3.0, an S6 avant, an allroad 2.7t or an allroad 4.2. do you think the 325xiT or 525iT or 540iT compare to the all weather capability of those cars? i think not.

actually, i'm editing this. i don't really have to work too hard to justify my gripes with the marque and the incongruity between the "ultimate driving machine" and its current slew of cars. this month's car and driver is a loud enough clarion call to say that BMW's laurels that it rests on are old. competition is a good thing. further, i have no idea what you drive, but the slowest car i drive to work everyday goes from 0-60 in about 5.5 seconds. the other one in about 4.9 seconds. and then there's the wagon. rather unsatisfying in the company of the other two cars. it is not a reach to strive for a wagon that can accelerate under 7 seconds, let alone 6, with AWD. the X5 is a stupid solution to this issue as far as i am concerned.

complaining for the sake of complaining would have no basis in the facts, the data, or the literature. subtle difference, but i should add that i back up my words with my buying decisions. i just won't buy another one until these issues are redressed. and i'm not some entry level BMW buyer, either, just grateful to be in a BMW. i think people like me expect more. the initial gloss has gotten a little dull. and these new car designs exacerbate the problems. too much focus on design. if it costs more to have a complex surface on a car, that means less money to put into the suspension, the tranmission and the engine.

all very interrelated.

Originally posted by pdz
i think people like me expect more.

Me to. Regarding exterior design, you might say "less is more", at least according to the German Bauhaus philosophy. It seems Bangle is 180 degrees opposed to this approach. Or as TV's Frasier Crane said: "if less is more, just think how much more that *more* would be".

That seems to characterize Bangle's approach: more superficial, non-functional surface detailing: more facets, more creases, more swoops, curves, and other tacked-on detail. Personally I prefer a somewhat functional, minimalist approach. So did BMW, before the Bangle era.

If BMW maintains the same engineering excellence, at least that part will remain attractive, regardless of what happens to the exterior design. However with a little more design restraint, the exterior portion could remain a net positive, vs something that "doesn't look so bad once you get used to it".

Bangle has said it's necessary to be more flamboyant, to break out of the traditional design approach to appeal to more customers. I think it's possible for design to remain traditional, yet still appeal to lots of people. Audi's designs are a good example of this.

Originally posted by joema
Me to. Regarding exterior design, you might say "less is more", at least according to the German Bauhaus philosophy. It seems Bangle is 180 degrees opposed to this approach. Or as TV's Frasier Crane said: "if less is more, just think how much more that *more* would be".

That seems to characterize Bangle's approach: more superficial, non-functional surface detailing: more facets, more creases, more swoops, curves, and other tacked-on detail. Personally I prefer a somewhat functional, minimalist approach. So did BMW, before the Bangle era.

If BMW maintains the same engineering excellence, at least that part will remain attractive, regardless of what happens to the exterior design. However with a little more design restraint, the exterior portion could remain a net positive, vs something that "doesn't look so bad once you get used to it".

Bangle has said it's necessary to be more flamboyant, to break out of the traditional design approach to appeal to more customers. I think it's possible for design to remain traditional, yet still appeal to lots of people. Audi's designs are a good example of this.

and artslinger and i would agree with you. design shouldn't be something you have to warm up to after some time. that's ridiculous and pretentious. if that's the case, let's all make the case that the ferrari enzo is a gorgeous car. and it decidedly is not. it's specifications are gorgeous. but the look is so horrific.

Originally posted by pdz
actually, focusing just on wagons, audi's kick the BMW's a$$ right now as BMW is focused more on X-type vehicles . . . the X5 is a stupid solution to this issue as far as i am concerned.

Sorry for perhaps an overly harsh response. I agree with both of the comments I quoted above. Your original post wasn't clear (at least to me) that you were thinking along the lines of wagons, it was about the engines not being worth the styling unless they had something more than they do.

I drove a "normal" car the other day. I think we forget how superior the BMW in-line 6 is when it's a daily driver.