BMW Group Revolutionises Design Leadership for Future Mobility
Under the leadership of Adrian van Hooydonk, the BMW Group is transforming its Design division. From 1 October 2024, the launch of a new cross-brand design team will redefine BMW with its "electric, digital, circular" philosophy, part of the NEUE KLASSE initiative.
This new organisation aims to remain the industry benchmark amidst the transformation. For instance, the consolidation of Colour and Material Design across all brands is underway, and the BMW brand team will split into two studios to bolster the "Advanced Design" segment.
"Technology and customer preferences are evolving at an unprecedented pace," states van Hooydonk. "The diversity in automotive design is expanding, incorporating digital experiences and sound alongside sustainable and recycled materials. Our design strategy highlights the innovative potential of our products and brands," he adds. "Now more than ever, attention to every detail and the cohesive integration of different elements are crucial."
Van Hooydonk welcomes Maximilian Missoni to the BMW Group Design team to manage the design of upper mid-size and luxury-class BMW models, including BMW Alpina. Missoni, previously with Volkswagen and Volvo Cars and lately Head of Design at Polestar, brings a wealth of experience.
Oliver Heilmer, former Head of MINI Design, will now direct the design of all compact and mid-size BMW models and BMW M.
Claudia Braun will lead the newly formed cross-brand department for Colour and Material Design for BMW, MINI, and Rolls Royce Motor Cars. Since April 2024, Braun has been in charge of this area for the BMW brand, leveraging her past roles at Porsche AG, Daimler AG, and Volvo Cars.
Domagoj Dukec, previously at the helm of the BMW Design Studio, steps into his new role overseeing Rolls-Royce Design, including Bespoke and Coachbuild.
Anders Warming, once Head of Design at Rolls-Royce, will now manage all Advanced Design topics and lead the BMW Group Designworks subsidiary.
Holger Hampf, current Head of BMW Group Designworks, assumes design responsibilities for the MINI brand.
Christian Bauer continues to pioneer the digital customer experience across all brands.
Adrian van Hooydonk expressed his enthusiasm about leading the design evolution: "I am thrilled to advance the design and continuous development of our vehicles and brands with a top-tier team of skilled design professionals."
