The future of premium motoring may be shaped in the design studios of Audi, BMW, Jaguar, and Mercedes.
BMW has undergone a significant design shake-up, with Maximilian Missoni of Polestar joining the company as head of design for medium and large model lines, and Alpina. Domagoj Dukec, the former head of BMW design, is leaving to join Rolls-Royce, while Anders Warming, a former brand designer, will move to BMW’s advanced design team. Both Missoni and Frascella are known for their emphasis on volume, proportion, and minimalist detailing, which contrasts with the more chaotic design style of the past. This shift may be a response to criticism of the company’s bold design language, which has not been well-received. Mercedes-Benz, on the other hand, has yet to announce any changes to its design management. The success of these companies will depend on their design and build quality, as they face challenges such as slow EV adoption and competition from tech-forward Chinese and Korean rivals.
Source: https://www.autoexpress.co.uk/opinion/364892/fate-audi-bmw-jaguar-and-mercedes-could-be-decided-design-studio