BMW’s New Designer Wants to Add Value, Not Shock

Polestar's former design boss is now responsible for BMW's larger cars.

Photo by: BMW

By: Adrian Padeanu

Oct 8, 2025 at 3:31am ET

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BMW has taken plenty of flak in recent years for some of its questionable design choices. It’s not just the radical reinterpretations of the iconic kidney grille drawing criticism, but also features like split headlights and increasingly fussy lines that contribute to an overall busy design language. The Internet often points to the XM as the worst offender.

However, the Neue Klasse marks a turning point, toning things down with smoother surfaces, proportionate grilles, and one-piece lights. Still, cars like the iX3 and next year’s i3 were designed by the previous team led by Domagoj Dukec, who has since moved on to shape the future of Rolls-Royce.

Adrian van Hooydonk remains BMW Group’s design supremo and will oversee the work of Maximilian Missoni, responsible for the upper mid-size and luxury BMWs, as well as the upcoming BMW Alpina models. The former Polestar design head told Autocar he’s not out to be a Chris Bangle 2.0: “Not at all. I hope there will be depth and quality in what I do. I’m here to add value more than to provoke.”

Missoni’s influence on BMW design won’t be visible anytime soon. The 40-plus new or updated models launching by the end of 2027 have long been greenlit. His first designs are expected after 2029, and he'll pen the models from the 5 Series/X5 and upwards. Smaller cars, from the 1 Series to the 3 Series/X3, will fall under former Mini design boss Oliver Heilmer, who will also handle M cars.

Photo by: BMW

Since the 2027 iX3 introduces an entirely new design language, it’s logical that Missoni isn’t looking to make radical changes right away. His goal? The former Volkswagen exterior designer, who worked on the ultra-slippery XL1, aims for “purity” rather than “minimalism,” the latter often carrying negative connotations of being “decontented.”

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Before Missoni begins shaping BMWs for the 2030s, the next few years will be extremely busy. Munich plans to give the Neue Klasse treatment to nearly all its models, except those nearing the end of their lifecycles. The Z4 and 8 Series will be retired in 2026 without direct replacements. Elsewhere, reports suggest there won’t be a second-generation iX, as it would overlap with the confirmed iX5. Likewise, the XM may not return due to weak demand.

On the other hand, BMW is reportedly considering an intriguing addition: a rugged three-row SUV. While it is allegedly not as hardcore as the Mercedes G-Class, it’s expected to offer genuine off-road capability. Expect to see it around 2029 with both plug-in hybrid and fully electric options.