Is Chris Bangle heading back to Fiat?

News | June 1st, 2010 by 6
chris bangle bmw1

Rumor of the day is that BMW’s former chief designer, Chris Bangle, might be heading back to FIAT. The Italian company was Bangle’s previous employer …

Rumor of the day is that BMW’s former chief designer, Chris Bangle, might be heading back to FIAT. The Italian company was Bangle’s previous employer before joining BMW where he built a reputation as one of the most influential automotive designers of all times.

According to Autoblog citing the French publication Caradisiac (yet not confirmed by Bangle or FIAT), the American-born designer would be the perfect choice for FIAT to take their design to a new level as they extend their offerings into international markets. Bangle left FIAT in 1991 and made a name for himself while working on the likes of the FIAT Coupe.

Then in March 2009, after 16 solid years, Bangle announced his retirement from the BMW brand and temporary, from car design. Due to a non-compete agreement that expired in March of this year, Bangle started his design consultancy Chris Bangle Associates, and a vineyard. pursuing his interest in fine wine.

chris bangle bmw1 655x436

Bangle remained close to the automotive industry and taught design at several prestigious art schools, while still attending automotive shows, as the one in Geneva where we was seen at the BMW stand.

Equally appreciated and misunderstood, the former BMW design director is one of the most famous car designers of our times, recognized for shaking the typical design culture with his ‘flame surfacing’ and his radical take on car design.

In his “Bangle’s Legacy” article,  Hugo Becker said the following:

“While BMW’s power trains and driving dynamics were the envy of other manufacturers, its styling was not causing sleepless nights for their rivals. As Bangle’s influence increased, that changed. Styling cues that shouted ‘BMW’ started appearing on a number of Asian vehicles.

If imitation is the sincerest form of flattery, then even the Bangle butt was admired by the Koreans, as it showed up on the Hyundai Grandeur (US market Azera). Styling at BMW emerged and blossomed, playing an important role in enhancing the desirability of the brand.

While taking heat for styling cues like flame surfacing and the Bangle butt, those designs need to be put in context. When a manufacturer looks at their portfolio of product, they are more likely to take chances on design at the margins of the brand. The core products will be ’safe’. For BMW that means the 3er, 5er and (for the US) the X5, must appeal to the broadest audience possible.

The idea is to introduce design direction in the niche products, preparing the way for their adaptation in more mainstream products (or, conversely, their quiet exit from the palate of design ideas). BMW managed to do that effectively with its niche products, while selling plenty of appealing 3s and 5s.

What Bangle has done at BMW, more than any pen to paper exercise, is to build a design staff that embraces passion and beauty which then clothes the driving dynamics of BMW. That is the legacy of Chris Bangle.”

We are personally fond of Bangle’s work and we would be excited to see him return to the automotive design and maybe, shake up one more time the design ground rules.

6 responses to “Is Chris Bangle heading back to Fiat?”

  1. bob says:

    His website is still ‘under construction’.

    Whether returing to FIAT is his best option, only he would know. Don’t think BMW AG would view the Italian politics as a threat, but who knows?

    I wish this story had more supporting evidence…

    • Horatiu B. says:

      I wish it had to, but that’s all we have for now. We requested an interview with him via BMW, but they don’t handle his PR anymore, nor are willing to facilitate it. Makes sense, they moved on.

  2. Brookside says:

    So this is the beginning of Bangle Part 2…the sequel?

    I can’t imagine Bangle resting on his legacy at BMW and going the design boutique route designing a range of different products from a variety of companies. We just aren’t in an age where design firms have a lot of autonomy- it’s mostly working to spec and consensus- not like the MadMen days of a Raymond Loewy.

    Probably every automobile company out there would love to have him as chief of their design department so I would imagine Bangle has an array of choices.More likely is him going to a large company that is planning to manufacture a string of models in rapid succession…in other words a healthy world class enterprise- mostly as a chance to re-establish his vision.

    Fiat seems like a trial balloon…personally I think he’d like to compete with BMW.
    We’ll see.

    One thing for sure, the automobile world is less exciting without him.

  3. Plamen says:

    BTW who cares…he was a great designer…as per my opinion he started the great new era for BMW never mind the sceptics….I do respect Chris a lot…and I wish him good luck whatever he does. BTW I believe Adrian has a better vision about the right and specific design of BMW….

  4. ChoCho says:

    Adrian is a brilliant designer in his own right and worthy of the post of BMW’s chief designer. But I think Bangle is in a category of his own, and I mean that in a complimentary fashion.

  5. X5SoB says:

    Mr. Bangle took BMW out of stagnating design language and helped it to grow market share. Mr. VanHoydonk seems bound and determined to steer BMW back to homogenized “sausages of different lengths”. Even Jaguar has realized the folly of this. If Chris is going to FIAT I can only see benefit for FIAT, and maybe the design staff at BMW will take note and become somewhat more inovative. Although, I must say, I do like the new Z4 better, but the new 5 series is an obese version of the 3 series(still nice, but disappointing).

Leave a Reply

Your email address will not be published. Required fields are marked *