Part one of Two.
Judging by some of the remarks on some forums some especially within the useless attempt to "Fire Chris Bangle" community after the appearance of the E65 7er seems to think that victory has come at last.
And that there campaign has been vindicated.
Let us clear something up which many do not believe had BMW had any doubt of Chris Bangle's direction he would have been gone many years ago. BMW had faith that the company needed a transformation and Chris Bangle had the vision that enabled that change.
Whether many of his ideas and thoughts irritated traditionalists , simply BMW had to change direction , The same path as if continued would mean larger versions of the same car , BMW did not like that reputation and it was in the aftermath of Rover that the term being safe had to replaced with radical direction.
Chris Bangle has brought something entirely new to automotive design and that is communication - feelings , thoughts , ideas and influences are in a bangle speech on every BMW product. Chris is especially good at the big reveal in his unveilings showing how a crease looks like when the car is underneath a sheet pulling it tight so you can see the crease in the bodywork through the sheet , Chris knows what he is talking about unfortunately he relates more to people in a design field rather than an automotive journalist. That is why no other company in the automotive industry have such a flambuoyant and articulative character than Chris Bangle.
For sure when the E65 was unveiled there was a "What the **** is that?" from both the media and BMW Traditionalists alike , the problem was back then we did not communicate these cars properly , now as we in marketing have incorporated as seen with the the new 7er and Z4 and indeed X1 more communication and introduction to see what goes on with the designer , who is the designer , what feelings and emotions do the designer have, Back then it was unveil the car and give us your opinion?
We did not really communicate our thinking back then , which is what we are now doing .
BMW design has always been at the forefront when the media talk about
Automotive design no other manufacturer has been as open and talkative , Bangle also brings in leading design experts from all fields to talk to car designers there is also a thinktank within BMW that works on solutions to progressive areas on how to expand such models such as how do you replace the sedan , in which the second idea , the first being the BMW X6 Sport Activity Coupe , The BMW Progressive Activity Sedan Concept which will be unveiled next week in Munich being another project from this think tank . Enthusiasts will berate such thinking as against their idea of BMW philosophy but BMW now stands for Sheer Driving Pleasure as of since the dawn of the E65 I believe BMW have become more brave and innovative and building on the engineering the company has always portrayed in it's products.
Although the new BMW direction set in stone for the next generation of models , there will not be a return to the old days of "One sausage different lengths" no matter how many cry for those days , there is nothing interesting or emotive about going backwards in that direction.
Some manufacturers still evoke their direction in this way but the innovation and emotional factor have been replaced with average and comfortable design.
BMW has set the standard for design led commercial success and succesful key integration into emerging markets , the 7er (E65) was especially successful in key asian markets, And many other models have established successful integration in other markets especially the more niche models such as 6er , X6 and Z4. The appeal being cutting edge driving machines clothed in individuality - Simply because there was nothing else that drove or looked like this.
Bangle was also famous for solutions and in design you have to lead and solve problems one famous point is the advent of the stupid journalist term called the "Bangle Butt" which means a raised bootlid on several models. This was a problem within the packaging of the car , remember BMW started to conceive this model as a rival for the W140 S-Klasse before Mercedes realised the car was too big and sought about shrinking the W220 , which for BMW was too late because the 7er was already in motion.
In order to offer class leading trunk space , The solutions were not very simple . One idea incorporated a sculpted stepped rear wing with a conventional bootlid similar to Volvo , another was to raise the windowline a few inches higher so the bootlid would not be so noticeable and the final solution was the stepped bootlid which solved the packaging problem.
Unfortunately BMW are not the only ones that had to solve this problem with something unorthodox . Mercedes-Benz had a similar problem with the W221 S-Klasse in which it's rear bootspace would be eclipsed by the E65 and as the S-Klasse is known as the Premium Private Taxi from hotels the world over , the trunk height was essential . Mercedes incorporated the exact same thinking the only way to achieve an increase in trunk space was to lift the bootlid.
One of my motives at autoshows is to visit other manufacturers and hear there thinking of their design solutions , unfortunately there are many companies that incorporate similar BMW-esque design cues into their models. Lexus is a brand that has moved from originality (the first LS) to using different ideas as used by established luxry brands - Lexus may lead in Hybrids but they also offer Hybrids of BMW, Mercedes-Benz , Audi in their designs which is possibly why Europeans do not fall for Lexus in the same way as the USA.
The BMW Board have always been a major instrument in the progression of BMW's design department , they decide the brief and then the design department utilse the details and the packaging to illustrate their ideas.
One thing the BMW board understand greatly is the need for BMW to be upfront and decisive in what it is looking for knowing only too well that other manufacturers especially in light of it's commercial success are looking to see what BMW do next , knowing too well that BMW know how to integrate new solutions and develop new niches.
You would be surprised how tame (compared to BMW) how a first sketch would look and then the board would then decide we like this but can you expand it further ? Mke this larger? , stream down this ?
For typical stereotype of what a Board of management is normally? BMW are more open and creative in their thinking.
To Be Continued...
rolleyes:
It can't be the first time that they choosed a project that wasn't bangle's first choice.
