BMW Not Interested In Splitting Brand Identities Between Performance, Core, And EV

One of the most recognizable grille designs in the industry is staying put. BMW will continue to use its iconic double kidney bean grille design – large or small – even as the automaker moves toward offering more electric vehicles. Domagoj Dukec, BMW's design department head, said as much to Autoblog in a recent interview.

BMW is moving ahead with three distinct lines of vehicles – the core products, the high-performance M models, and the electric-powered i brand. While each is distinct with a different purpose and customer base, Dukec told the publication that BMW doesn't want three different identities as they are all BMW vehicles.
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MDarringer - 4/8/2020 11:22:12 AM

+3 Boost

I think it's time to stop referring to BMW's twin ovals as "kidneys" and call it what it is: "pig snout".

Yonder7 - 4/8/2020 1:43:28 PM

+4 Boost

MDarringer: Agree, also Porky's face.

MBKing - 4/8/2020 7:16:05 PM

+2 Boost

Every move BMW makes shows us that the brand is more confused than ever. I understand the need to grow and create more revenue, but I honestly have no interest in any of their 16 models in any trim. Could be me, but it feels like they took all their positive momentum and goodwill coming out of the 2000s and just stopped innovating.

SSBMW - 4/9/2020 8:53:31 AM

+2 Boost

100% agreed. Been a huge fan boy for quite some time, I own two of them. But they've been a disaster since 2013. If I won the lottery today, there is not one new BMW I would buy. That's sad.

carloslassiter - 4/9/2020 7:42:14 AM

+2 Boost

Tough crowd. My 330i is a great daily driver and I'll probably keep buying them until it gets the giant nostrils treatment.