[AUTO] Drawing fire: We talk to BMW's design director

[Angel of Death]

"It’s very authentic for BMW to do bold statements,” Domagoj Dukec says with the confident grin of someone who knows that he isn’t dealing in hyperbole. In this case, we’re talking about the i Vision Circular, the radical concept car that showcases how BMW will apply ‘circular economy’ principles to future production machines. But the head of BMW Design could also be talking about much of his recent work, from the ever-growing range of SUVs to the ever-growing kidney grilles.While it’s often divisive, Dukec has chosen to go for bold over bland. And that philosophy should stand BMW in good stead as the car industry undergoes a generational transformation through electrification, digitalisation and sustainability. For a car designer, that must be a huge but very exciting challenge.“You can’t choose in which epoch you’re a designer, but it’s very interesting to be one in a time when the car industry is facing such major challenges, where you don’t even know if it will survive,” says Dukec. “You can use your creativity to offer more, to offer new experiences of mobility.” The changes in the car industry go beyond the switch to EVs, which BMW has embraced with the likes of the iX3 and i4. Those cars are essentially electric versions of combustion-engined BMW models; for the third phase of its electrification strategy from 2025, BMW is taking a “radically new” approach, including a commitment to sustainability, new software and a new flexible platform that can underpin a huge range of cars.

Company boss Oliver Zipse has named the new phase of models Neue Klasse (new class), reviving the name of the hugely po[CENSORED]r line of 1960s models that transformed the fortunes of the Munich firm. As you might have read in last week’s Autocar, the range will encompass all of BMW’s models, including an equivalent of the 3 Series.Before you get too excited about retro designs, Dukec insists that the only backward-looking thing about the Neue Klasse is the title. “We don’t make a homage to Neue Klasse,” he says.“But we’re a company who defined a new [market] segment and new product that was very relevant in the 1960s, combining elegance and dynamism in a way nobody else had before.” While BMW has yet to preview any of its new Neue Klasse designs, the i Vision Circular that was revealed at the Munich motor show recently does hint at the philosophy that will underpin it. It put a major focus on sustainability, using entirely recycled or recyclable materials and reducing styling elements such as chrome details. Dukec says that those principles will be applied to BMW’s future models. “Neue Klasse will stand for electrification, digitalisation and sustainability,” he explains. “We’re asking: ‘How can we make a car that’s sustainable and intelligent and do more with less?’ This is something that’s very authentic to BMW. “As designers, it’s about rethinking and reducing. It’s how we treat materials – not using chrome, creating materials to use less leather. For us, electrification alone isn’t the sustainable path it is for others. They think they make electric cars and there, work done. But the problem is bigger.” Dukec says that his design team has embraced the challenge of making more sustainable cars with conviction because “they’re completely convinced that this is the right thing” to do. He adds: “Designers are very responsible in their private lives, so they were always fighting, going: ‘I’m working in the car industry producing cars but at home I’m eating no meat.’ So our differentiator is to make a green car that isn’t greenwashing. We really believe luxury for our customers will be that they want consumption that’s really sustainable.”