Adrian Van Hooydonk talks about BMW’s new green sub-brand

Interesting | August 19th, 2010 by 9
a look at the bmw mc 1 800x0w

In a recent interview for Wallpaper, BMW’s Chief Designer Adrian Van Hooydonk talks about the upcoming Megacity Vehicle (MCV) and the future green BMW sub-brand. …

In a recent interview for Wallpaper, BMW’s Chief Designer Adrian Van Hooydonk talks about the upcoming Megacity Vehicle (MCV) and the future green BMW sub-brand.

The “next premium” automobile, as BMW called it, was preview through designer sketches last month in Munich when Van Hooydonk gave some insight into BMW’s future strategy and electric mobility.

The new Megacity family will drive BMW into a new arena where they intend to become the world’s leader in premium electric vehicles.

The project lays under the umbrella of maximum sustainability: from the production process, starting with the first supplier, through to component recycling at the end of the vehicle life cycle, sustainability based on the three cornerstones of eco-friendliness, economic efficiency and social compatibility must be the main process driver.

a look at the bmw mc 1 800x0w 655x369

Due out in 2013, the MCV will be a rear-wheel four-seater electric car that will carry a premium price and will set apart from existing electric vehicles from near-premium automakers. It will also be BMW’s first volume production car to use lightweight carbon fibre reinforced plastic (CFRP) in the structure and body panels.

In the interview for Wallpaper, Van Hooydonk said that his task with this car was to mix exciting design with a clean image: “The car will be attractive but not controversial, and it will need to express cleanliness combined with premium and efficient dynamics. The sub-brand offers a chance to innovate as well as feature BMW’s customary design quality and detailing.”

As he mentioned in his presentation at the BMW Museum last month, BMW has invested time, money and resources to conduct an extensive market research to discover the exactly target group and demographic for this vehicle. BMW discovered that customers are not looking for a micro, fragile-looking car, but rather a solid four-seater that inspires safety.

“Of course the car should also show its new skills in the design, including being lightweight and safe, as well as offering the driving fun that you can have with an electric powered car,’ says Van Hooydonk. ‘We want to give our customers a small island of wellbeing – an island of silence – for their mobility. Therefore you will find also a totally new type of interior that gives exactly this feeling to the driver and passengers.’

Benoît Jacob, the designer who previously worked on the M1 and CS coupe concepts, will head the new design team for the sub-brand. Furthermore, Van Hooydonk confirms BMW’s plans to extend the MCV offerings by creating derivatives based on the same architecture.

BMW’s Chief Designer emphasizes once again the unique, yet challenging opportunity given to his team to create the DNA of a sub-brand, a single lifetime experience as he told the journalists during his presentation at Mobility Days.

“The complete new package, due to the electric powertrain, and the use of new materials like carbon fibre, gives us designers more freedom for creativity – the freedom to give the customers of the future totally new features and impressions. And of course, the know-how of this project, the new ideas that we have, will also have an impact on the core brand, BMW.”

[Source: Wallpaper ]

9 responses to “Adrian Van Hooydonk talks about BMW’s new green sub-brand”

  1. n8n says:

    BMW’s new green sub-brand should look different than anything we know now – there should be front door – like in Isetta, and many other “NEW” things :]

    • bob says:

      “there should be front door – like in Isetta”

      Sure! Who wouldn’t want to the first to arrive in a head-on collision?

  2. Tom says:

    Everything great, except the “premium price”.

  3. 1Mc says:

    I’m excited about these little iBimmers. Definitely have to pick one up for the other half – she’ll love one I have no doubt at all and I can gradually ease myself into using it as well.

    Unfortunately I disagree with Tom’s ‘premium price’ sentiment. I want BMW to keep a premium tag, even on it’s lower models. Peugeot etc all have a big range of hybrids/electrics about to hit the market soon, and BMW need to keep their sticker above those vehicles to retain their brand image.

  4. Bandile Sam says:

    Hope it does’nt become better than Mini, eventually, otherwise it will be pointless 4 the Mini generation. Commenting for Mini’s sake

    • Boris says:

      I fully agree.

      But from sketches it seems Mega City will be classical MPV, so no market cannibalism between MINI and Mega City.

  5. bob says:

    Thanks for posting this article.

  6. Tom M says:

    There’s no way the Megacity looks like that sketch. There may be some styling cues that carry over, but BMW is putting too too much effort and investment into the MCV to bomb with a mixture of a MINI and a Fiat 500, which is what this looks like. I doubt that we will really get to see how it looks much before the 2012 Olympics when they are scheduled to premier the car.

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