BMW has announced that it will not be adopting a separate design language for its electric vehicles. Domagoj Dukec, head of BMW Design, stated that the brand’s strategy is to offer electric versions of its existing model lines without changing the design or form factors. The i7 and i5 models, for example, have the same design as the 7 Series and 5 Series vehicles. According to Dukec, BMW believes that the choice between powertrains should not affect the overall driving experience or the customer’s preference for the familiar BMW design.
Unlike some other automakers, BMW does not feel the need to create unique designs for its electric models. For instance, the iX and i3 models have distinctive designs because they were aimed at attracting new customers who were not interested in BMW initially. However, the core range of BMW models will continue to have consistent designs that cater to all powertrain types. BMW’s upcoming range of vehicles based on the Neue Klasse platform will also follow this approach, with the distinctive designs reserved for dedicated i-branded products.
Dukec emphasized the importance of aerodynamics for efficiency across all powertrains. He stated that a good aerodynamic coefficient is crucial in preventing CO2 emissions from exceeding the limit set for the brand’s fleet. Therefore, when designing electric models like the i5, BMW ensures that the shape is sufficient to accommodate both the electrified powertrain and the combustion engine.
With this strategy, BMW aims to provide customers with a seamless transition between powertrains without compromising the overall brand experience. The company believes that the infrastructure for electric vehicles and the choice between powertrains should depend on government support and customer preference rather than a drastic change in design.
Sources:
– CarExpert – https://www.carexpert.com.au/car-news/bmw-to-avoid-distinctive-design-for-electric-cars
