The head of design for BMW says fans of the Bavarian brand “will get used to” the latest large kidney grilles.

Domagoj Dukec, head of BMW Design, told Autoblog those complaining about the Munich-based firm’s move towards a larger, more aggressive interpretation of the trademark kidney grille were “often not customers”.

"In the past, some people were actually complaining that we weren't as self-confident as other brands, and no one complains about them when they have a grille that stretches from left to right,” he told the publication.

“Everybody who loves BMW will get used to it. People who are complaining are often not customers," Dukec said.

The upcoming new 4 Series (drawing inspiration from the Concept i4 pictured above) is expected to be revealed in the coming months, and based on various spy shots and leaked images it will almost certainly feature a large grille. The refreshed 7 Series and X7 flagship SUV, too, employ oversized grilles.

Dukec went on to point out the kidney grille was a hallmark of design for BMW, suggesting it would be used on the brand’s upcoming electric cars, too.

"If you go really back in time to when the kidney started, there was a big difference between it and the classic grilles of other manufacturers.

“Look at the grille of a Rolls-Royce, for example. It was always the same shape as the radiator behind it. For BMW, however, it was always the face of the car, and it wasn't shaped like the radiator.

“The 328 had vertical openings. Splitting the grille in the middle was not the most efficient way to do it, but it was an aesthetic solution," he said.