Since it was revealed, the BMW M3 and M4 has been a hotly debated topic mainly because of the rather bold front kidney grille. This is the same design that was applied to the current BMW 4 Series range. BMW Head of Design, Domagoj Dukec insists that the look of the grille will be different when you see it in the skin.
Chatting to BMW Blog, Dukec stated that “Some products – being cars or other physical items – are best experienced in person,” and that they “believe that customers will have a different opinion of the new kidney grille when they see the new M3 and M4 in real life,” This, in response to the latest round of comments and feedback regarding the design of the M3 and M4.
Dukec confirms that feedback from customers who have had the opportunity to see the M3 and M4 in person has been positive. Regardless, the brand had to explain the purpose for implementing such a bold front apron.
BMW states that the reason for such a drastic change in the front grille was to attract a new customer persona that appeals to the Y and Z generations. BMW categorises these groups as the “Expressive Performers” and “Elegant Creators”.
However, in contrast to this, Dukec admitted that a small niche within these generations identifies more with more analog and old school products that possess the brand’s double-round headlamp design and Hofmeister Kink.
Dukec concluded by hinting that there is no automotive company that can forever be bound to a set of design rules, especially during an age where many other brands have copied its iconic design cues. He went on to clarify that the Hofmeister Kink served a purpose in the past but with the advancements of new design styling, it doesn’t rely on this cue anymore.
