Lunchtime debate: we explore the extraordinary reaction to the new BMW7 – join TimPollardCars as he considers the hot takes on the new 7-series and i7 from the polarising world of social media 📢
BMW design chief Domagoj Dukec told CAR in a recent interview how the brand's customers fall into two broad camps, with two-thirds fond of BMWs with an elegant and harmonious aesthetic. Cars like the 3-series and 5-series are aimed squarely at them. But elegant and harmonious doesn’t, says BMW, appeal to the other 30 per cent. They want to make a statement – hence cars like the 4-series and new 7-series. ‘These individuals really want to polarise,’ says Dukec.
Group design boss Adrian van Hooydonk elaborates: ‘I don’t think good design has to polarise but I think the concept of beauty can be polarising. It comes back to the customer, and if one kind of customer is looking for a beautiful and timeless car, then of course we will design it. But there are also customers looking for something like an X6, which is certainly polarising – you either hate it or you love it.
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