BMW has been on a bit of a roll, lately, with its upcoming designs. I think the designers of the new X1, 7 Series and MINI Clubman crushed it. They all look excellent. There is still an issue for BMW, though, and that is that a couple of other brands are doing the same. So, despite BMW’s latest triumphs, let’s take a look at the latest design languages from BMW’s main competitors and see how BMW stacks up.
Mercedes’ new design language is one that will keep it at the top of its game for many years to come. To many, this design language is superior to anything coming from Bavaria, and on some cars it’s true.
Known as one of the most beautiful cars in the world, the F-Type was just the start of many excellent designs moving forward. The new XE is also a looker and the upcoming F-Pace SUV is sure to be a real looker. Jags have definitely the most exciting design language on the market at the moment and invoke the most passion. It also helps that the brilliant Ian Callum is at the head of design for all of Jaguar’s vehicles.
Audi has been in a bit of a creative rut lately, at least to these eyes. It seems as though Audis aren’t the lookers that they used to be. They all seem to just be cookie cutter designs and all look like eggs with trapezoidal grilles. However, the new R8 is turning out to be a stunner and the new TT’s interior is quite amazing to behold. So maybe Audi will put itself back into the conversation soon, in terms of best design language. Also, many of Audi’s designs are aging a bit, so it might be an unfair comparison at the moment.
Acura and Lexus still seem to be looking for a truly beautiful design. Lexus seems to be sticking with the spindle grille thing it’s got going on, though I’m not sure it’s going to last. Acura seems to be just throwing designs at the wall hoping for one to stick, though the upcoming NSX looks incredible, so hopefully Acura can roll with that. And Cadillac’s “Art & Science” design language isn’t bad looking but it’s getting a bit stale, especially when looking at the XT5 prototype caught roaming around New York.
So where does BMW fit into all of this? Well, BMW has been making some good looking cars as of late and still makes what I consider one of the best looking cars on the road, the 6 Series Gran Coupe.
So I think BMW is in the top three, in terms of design. It’s placement in that top three is a tougher question for me. I really like what Jaguar is doing a lot and Mercedes has been catching my eye with a lot of its newer cars. I think Jag takes the top honors for designs, in my book, because they’re just so damn exciting looking. But I’d put BMW right behind it, over Benz, because while new Mercedes’ are very attractive I think many new BMWs are more interesting looking. So, while BMW is making some great looking cars, Jaguar might be making the best looking and should be the target to beat for the Bavarians moving forward.
What do you think? Who has the best design language in the business right now?