Adrian van Hooydonk, the man behind BMW’s car designs, is no stranger to controversy. In fact, he embraces it as a way to make the brand stand out. As the most interviewed man in car design today, van Hooydonk understands that not everyone will love his work, but that’s okay.
When the new 3 and 4 Series were unveiled, some people were taken aback by their bold front-end designs. However, van Hooydonk believes that the attention they received was worth it. He sees design as a way to create an emotional connection with customers, and he’s not afraid to take risks to achieve that.
Van Hooydonk has been with BMW for over 25 years, and he’s been the head of design since 2009. During his tenure, he’s overseen the creation of some of the brand’s most iconic cars, including the i8 hybrid sports car and the X7 SUV. He’s also been responsible for BMW’s move towards more futuristic and tech-focused designs.
One of van Hooydonk’s main goals is to make BMW cars instantly recognizable. He wants people to be able to spot a BMW from a distance and know exactly what it is. To achieve this, he’s focused on creating a consistent design language across all of BMW’s models. This includes the signature kidney grille, which has become a hallmark of the brand.
However, van Hooydonk also believes in pushing boundaries and experimenting with new designs. He’s not afraid to take risks and try something different, even if it means some people won’t like it. He sees this as a way to keep the brand fresh and relevant.
One example of this is the BMW iNext concept car, which van Hooydonk unveiled in 2018. The iNext is a fully electric SUV with a futuristic design that features a massive kidney grille and sleek, aerodynamic lines. Some people criticized the design for being too radical, but van Hooydonk defended it as a way to showcase BMW’s vision for the future of mobility.
Van Hooydonk is also a big believer in the power of technology to enhance car design. He sees technology as a way to create new forms and shapes that were previously impossible. For example, the BMW i8 features a unique design that was only possible because of its hybrid powertrain. The car’s sleek, aerodynamic shape was optimized for maximum efficiency, and its futuristic styling was made possible by the use of lightweight materials like carbon fiber.
Another example of this is the BMW Vision M Next concept car, which was unveiled in 2019. The Vision M Next is a hybrid sports car that features a bold, futuristic design with sharp angles and aggressive lines. The car also incorporates advanced technology like augmented reality displays and autonomous driving features.
Van Hooydonk’s approach to car design has earned him a reputation as one of the most innovative and influential designers in the industry. He’s won numerous awards for his work, including the prestigious Design Prize Germany in 2011. He’s also been recognized as one of the most influential people in the automotive industry by Automotive News.
Despite his success, van Hooydonk remains humble and focused on his work. He sees car design as a collaborative process that involves input from engineers, marketers, and other stakeholders. He’s always looking for new ideas and inspiration, whether it’s from art, architecture, or nature.
In conclusion, Adrian van Hooydonk is a visionary designer who has helped shape BMW’s identity over the past decade. His bold and innovative designs have earned him both praise and criticism, but he remains committed to pushing boundaries and creating cars that are both beautiful and functional. As BMW continues to evolve and embrace new technologies, van Hooydonk will undoubtedly play a key role in shaping the brand’s future.
