BMW Designer Reveals Future Cars Will Be “Much More Subtle”

BMW’s bold kidney grilles have been a lightning rod for debate in recent years–but the brand’s design future looks very different. According to the company’s head of design, Oliver Heilmer, the next wave of BMW models will move toward cleaner, calmer, and more emotional styling.

Whether you loved them or hated them, the oversized vertical kidney grilles on cars like the G80 M3 and the latest 3 and 4 Series were among the most controversial design choices of the past decade. But Heilmer confirmed in a recent interview that this era is coming to an end. The new Neue Klasse design language, previewed on the iX3 SUV, introduces smoother lines inspired by BMW’s 1960s icons–marking a dramatic shift away from the in-your-face styling of recent years.

While the kidney grille remains BMW’s signature design element, Heilmer stressed it will take on different proportions depending on the model. High-performance M cars with turbocharged engines will continue to need functional air intakes, but mainstream models like the upcoming i3 sedan will showcase a more refined and understated look. This approach, according to Heilmer, is “calm, but emotionally powerful.”

Beyond design, BMW also reaffirmed its commitment to sedans–despite the global dominance of SUVs. Heilmer highlighted that models like the 3 Series and 5 Series remain at the heart of the brand. The upcoming fully electric i3 will carry forward the sedan tradition with styling updates that blend heritage cues with modern technology. Meanwhile, BMW’s Touring models are gaining surprising traction in markets like the U.S. and Australia, proving that wagons are no longer just a European phenomenon.

This shift underscores BMW’s effort to balance innovation with its historic DNA. By dialing back dramatic styling and doubling down on its sedan lineup, the brand aims to strengthen its identity while appealing to both longtime fans and new buyers. As automotive trends evolve–driven by electrification, aerodynamics, and customer feedback–BMW is positioning itself to stay relevant without losing what makes it unique