Once the epitome of sportiness, BMW are gradually becoming the embodiment of ugliness.
As a rule of thumb, I don’t normally elaborate to any considerable extent about exterior car design. How a car looks is subjective and superficial. What appeals to some, might not appeal to others. This notion is skewed further by the fact that contemporary exterior car design is more layered than ever. There are several key factors that influence the development process; brand identity, aerodynamic efficiency and safety standards are examples underpinning exterior design philosophy.
Nevertheless, exterior car designs eschew a particular image. The outcome is discerned and a perception is formulated. Carmakers know this. Therefore, I consider the adage “beauty is in the eye of the beholder” to not only have resonance, but a reference to cite in this regard. It’s why, normally, I don’t make a mountain out of a molehill when it comes to exterior car design. Usually, a comment on how a car looks is a prerequisite to cover all bases. It typically suffices.
But my protocol has been upended by one carmaker in particular. In fact, the exterior design direction has become so controversial, that’s it’s impossible to ignore. And it’s not necessarily caused by a carmaker that you would expect to upset the applecart in such a united way. Normally, exterior car designs aren’t so polarising as to virtually unify onlookers in total agreement with each other, no matter if it’s a good or bad looking car. Yet there are such times when profound unanimity can be mutually agreed upon.
The evolutionary exterior design of the particular carmaker has been more or less thrown to the wind. However, the exterior design blueprint that’s taken its place hasn’t exactly captured the imagination. To be honest, it hasn’t played out well at all. It’s been a bit of a sucker punch to the brand image. BMW have had great exterior designs in the past, and still do in the present – the M2 CS springs to mind straight away. But the new design direction of the next generation is unsettling to say the least.
"There’s good bold exterior design, and there’s bad bold exterior design. The G80 M3 sits comfortably in the latter"
This scepticism has been most encapsulated by the new G80 M3. As arguably the most iconic M car BMW makes, the level of dissatisfaction reached boiling point. From the moment it was revealed, a palpable sense of disappointment filled the air. It was deeply underwhelming that one of the most interesting and exciting BMW M cars was made to look so controversial. And the scathing backlash it received confirmed the overwhelming impression of bitter discontent.
It’s not got a horrendously awful exterior design, as an M3 it does garner considerable interest. But it doesn’t quite pull off the bold look I suspect BMW was trying to achieve. There’s good bold exterior design, and there’s bad bold exterior design. The G80 M3 sits comfortably in the latter. And I don’t think it’s unfair to designate it to that category. Its features have no cohesion and the proportions are out of alignment. It just doesn’t look right, especially to wear the M3 badge.
There are several aspects that grind my gears, but the biggest bugbear is undoubtedly the grille. OMG. Good grief. Gosh. As a concept idea, fine. But as an exterior design for production, not fine. I get what they’ve tried to do. Audi have enlarged their grille designs, and now BMW has decided to follow suit. In theory, that’s okay. But in practice, it’s not. It just doesn’t work well on the G80 M3. It’s different, just not necessarily a good different.
The rest of the exterior design lacks continuity in its blueprint, it just looks a bit random and doesn’t seamlessly fuse together. It’s rather dispiriting as the untidy image does taint the overall likeability of the M3, for me at least. Yet that aspect doesn’t detract from the fact that the M3 is a massively capable car to drive, of course. As one of the most high-profile cars that BMW makes, the exterior design of the G80 M3 is going to attract the most reproach.
All the same, the exterior design direction BMW has opted to take hasn’t been confined exclusively to the G80 M3. It appears to be spreading throughout the range like a virus. The template has subsequently influenced other new BMW models. It calls into question whether the design direction is really the right one, or whether it is actually acting against BMW’s best interests more broadly.
Could the controversial exterior design direction do damage to how the BMW brand image is perceived? There’s a strong case suggesting that BMW is losing its way in the exterior design department. And that, whichever way you cut it, is a problem for BMW. At this juncture, I should point out that the exterior design doesn’t mean the cars are bad to drive. But it does impact how they are consciously or subconsciously perceived.
Whether BMW like it or not, potential customers do partially judge a car based on its exterior design, how it looks, the image it projects. With controversial exterior designs, BMW is stigmatising models, and making them unappealing. BMW is giving potential customers a reason to avert their eyes, and divert their attention elsewhere. Let’s take the G80 M3 as a case in point. It’s a profoundly capable package in performance terms, but the exterior design stunts its appeal.
However, car fanatics would note that Mercedes will be revealing the new C63 AMG later this year. Not only will it have a plug-in powertrain that’s set to produce more than 600bhp, but its exterior design is sure to look much better too. Contrast the prospective AMG rocket ship to the off-putting image of the G80 M3, and it would prompt me to postpone a purchase, and await the launch to compare the two. That’s the sort of spanner in the works that would cause me hesitation and second thoughts about making a beeline for G80 M3.
"If Boris Johnson looked like a car, the iX would be that car. In fact, that’s probably harsh on the iX"
And that’s the underlying fear I have with exterior design direction BMW is taking, especially so with more and more models in its range. As a fellow flagship, the M4 is blighted with the same issues as the G80 M3, and is therefore trapped in a similar conundrum. Then there’s mainstream fleet BMWs, such as the 4 Series Coupe and Convertible. They have a sensibility, modesty and civility about them. Both don’t have M paraphernalia to distract and dazzle onlookers into a dizzy trance. And because they’re stripped of that, the exterior design is exposed.
The exterior design on display is not all that alluring. Both versions of the 4 Series look artificial and off kilter. Who on earth even thought that a grille that size and shape is aesthetically pleasing, or aerodynamically beneficial? What function does a grille that size and shape serve? As far as I can make out, nothing other than a style statement. And it’s not a good one. It doesn’t embody the DNA of BMW. It doesn’t pulsate with purposeful sportiness.
That consternation continues with the i4, the electric equivalent of the G80 M3. It follows a similar trend. It has the same grille, which just looks like a germinating growth. It’s looks awkward and uncomfortable. As for the rest of the car, well it doesn’t have the same menacing stance compared to the current G80 M3. It just doesn’t look as exciting. I’m not keen on it. It diminishes the anticipation of the i4, and tarnishes any amount of coolness.
And there really is no better example exemplifying that predicament than the BMW iX electric SUV. To my eyes, from an exterior design perspective, it is an absolute disaster. I’m not sure if you could make a car look worse if you tried. If Boris Johnson looked like a car, the iX would be that car. In fact, that’s probably harsh on the iX. Anyhow, just as Boris Johnson is the worst prime minister the country has ever had IMO, the iX is the worst looking BMW the company has ever made, IMO. It really is dreadful. From every single angle. Bloated, vulgar, ugly. It is rock bottom of exterior design.
It makes me feel nauseous just looking at it. It might even give me nightmares. If that was BMW’s intention, then they have triumphed. But something tells me it wasn’t. With the iX, BMW have ventured into a cold and dark place. And that makes me nervous about where the exterior design direction at BMW will lead. The way a car looks shouldn’t be the only aspect that determines whether you want a car or not, but it could be the difference. You’re not telling me the iX is a car that you effortlessly gravitate towards, I would rather walk across both sides of the M25 to avoid catching even a glimpse of it.
It’s the same story as with the G80 M3 and C63 AMG. Car fanatics will be aware that Mercedes make an equivalent rival. The range topping EQC AMG Line Premium Plus has similar credentials to the top of the range iX M Sport. The significant difference is that the Mercedes doesn’t look like a troll or an ogre or Boris Johnson. Weighing up the pros and cons between the pair, and the exterior design is suddenly a key factor of consideration that has a decisive influence. And that’s the trouble for BMW.
There’s no getting around it. It highlights how a car looks are actually more important than we might like to admit. This rabbit hole BMW has got themselves into started with large lurgy-like grilles that first featured on the 7 Series saloon and X7 SUV. I never approved of the ostentatious impression it gave both models back when they were first launched – the style repelled rather than compelled. With the new exterior design direction, BMW are headed down a slippery slope of deterioration and decline.
For the record, I take no pleasure in pouring such scorn on BMW, I have great respect for their cars past and present – particularly the M2 CS. But the direction the company is heading down with exterior design is an aspect about the next generation of BMWs that I do worry will be damaging and detrimental. I do fear that unless BMW change direction, it could be a difficult period for the brand. Driving a BMW donning the new exterior design would feel slightly embarrassing, even shameful. And that really would be the lowest ebb of all.
Photos: BMW
Comments