Adrian van Hooydonk sees the Ferrari Luce interior — designed by Jony Ive and Marc Newson — as vindication for BMW's long-held belief that physical controls still have a place in modern cars. BMW owners, however, say the brand hasn't gone far enough.
The 2023 Vision Neue Klasse was a preview for the 2027 i3, and BMW's design boss is confident the production car looks better.
Design boss Adrian van Hooydonk told us the reasoning behind the development of the new pillar-to-pillar Panoramic Vision.
The new design language will spread rapidly across the lineup, but BMW pledges to avoid the Matryoshka doll approach.
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BMW experimented with the iX3's tall kidneys before ultimately deciding to go with a horizontal grille that blends with the headlights.
The most debated interior detail on the new BMW i3 isn't a styling choice — it's an engineering consequence. Here's the full story behind why the spokes had to move.
Adrian van Hooydonk’s latest Instagram post breaks down the strategy behind BMW’s prototype camouflage
BMW explains how its design team is adapting to new tools, digital interfaces, and customer expectations as it enters the Neue Klasse era.
BMW’s design boss Adrian van Hooydonk says each of the 40+ cars coming by late 2027 will have ‘very different features and characteristics.’
BMW's Head of Design Adrian van Hooydonk believes the supersized kidneys have actually had a positive impact on sales.
BMW design leaders discuss the Neue Klasse revolution, the end of classic styling, and how the Speedtop concept came to life.
