There may not be a more controversial BMW design right now than the 7 Series LCI. I’m sure the design team for the new BMW Z4 is thankful for that. Whether you love it or hate it, there’s no getting around the fact that the new 7 Series’ face is rather polarizing. All because of one (two if you count them individually) design change — Its Kidney Grille.
When the G11 BMW 7 Series first made its debut, it was a bit too boring. Now, it’s anything but. Its massive Kidney Grilles, sleek new headlights, reshaped Air Breather and slick LED taillights all make it far more interesting than before. For better or worse. Personally, I like the direction it’s gone, simply because it’s bolder and more interesting, even if I don’t think it’s particularly pretty. Though, there are a lot of fans who aren’t so happy with its new look. So while we were at the BMW Welt, we spoke with the designer of the 7 Series LCI, Alexey Kezha, about it.
In this new video, you get to hear about the new 7er’s face straight from Kezha himself. “The new BMW 7 Series is one of the most drastic LCI programs we’ve had so far,” he said. That’s an understatement. Typically, a BMW LCI consists of slightly new headlights, maybe a trim change or two and some revised taillights. “This allows us also to achieve a better family connection to the rest of our luxurious lineup at BMW,” he continued. He’s talking of course about the BMW X7, which also has massive nostrils for grilles.
It’s an interesting video and worth a watch, as Kezha explains the direction of the design. You might love it, you might hate it but there’s a reason for it being the way it is. So check it out.
“With the 7 Series, it looks like it took two canon balls to the face.” Boorish blogger. This isn’t journalism. If you were at a larger org they’d put you below the dildo ads on the backpage with that kind of brain power.
“Nico DeMattia – I right good.”
Why? Cause you use humor?
Cannons when the car looks agressive and not like a pig or other animal that has big nose holes
No need for the language
Lol
Ouch!
Am I the only one who think this car actually looks quite nice ?😀😀
No. The look has its purposes.
Yes
Hideous. Ghastly. Disgusting. Nauseating. Wretched. Eyesore. Monstrosity.
Absolutely!
So you really liked it?
It’s nice. The guy did a nice job of explaining the changes, but no explanation was really necessary–it’s a really nice update. I like this version of the “air skirt” or “apron” (or whatever they call the lower bumper) better than the “sport” version with the giant gaping holes. This, along with the plug-in hybrid drive system should be a good seller.
I wonder how a new interpretation of E38 in retro look would look like in 2019, without those monsterous nose. Next gen 7 should has to be a hommage to E38.
No amount of explaining can hide the fact that the kidney grille redesign is a disaster! It’s even worse that apparently no one had the cannon balls to man up and tell the boss who signs of on these things what a joke it is! Alas, I understand, as the only thing most employees truly care about is job security. And for those higher up the ladder, it only worse. For heaven’s sake, admit a mistake, fix the mistake, and get on with it. But as they say, pride goeth before a fall…and here it did, albeit spectacularly.
This video is the corporate containment action to the “mistake” you mention. Just follow the path of logic here. The fact that BMW is compelled to make an explainer video to help us understand the design is a confirmed response to the consensus.
Do you see Christian Koenigsegg making explainer videos to explain why you should be emotionally moved by the Jesko? It’s not necessary is it?
I made the video. Not BMW.
Horrible horrible design!!!!
I think the redesign looks great. Especially in that red color. Everything looks cohesive.
For those of you that don’t know, Alexey is really talented. He also did the new 3 Series and some concepts, like the 2002 Hommage.
It’s amazing ❤️
Spectacular car. Nice job Alexey!
When the design language fails to communicate the desired message, bring in the verbal repair kit.
Great video Horatiu! Thank you.
About the design, the preLCI looked simply perfect, more balanced and more elegant. It’d just updated the lower front bumper and the tail lights and that’s all, without doing anything to headlights, kidneys or hood.
I like the hockey stick of the pre LCI more.
After 6 BMWs since 1997… I would like to thank Alexei for destroying a classic and losing BMW another client. Next year we will see just a grill on wheels.