The BMW Group is set to completely overhaul its Design division under the leadership of Adrian van Hooydonk, aiming to meet the rapidly evolving demands of vehicle design in the electric, digital, and sustainable future. Effective 1 October 2024, the restructured cross-brand design team will reflect the principles of BMW’s NEUE KLASSE, which redefines the brand’s “electric, digital, circular” philosophy.
The reorganisation will streamline operations and ensure BMW remains at the forefront of the automotive design industry. Notable changes include the consolidation of Colour and Material Design across BMW, MINI, and Rolls-Royce Motor Cars. The BMW design team itself will be divided into two distinct studios, with a reinforced focus on “Advanced Design” to address the future of mobility.
“Technology and customer preferences are evolving faster than ever,” said Adrian van Hooydonk, Head of BMW Group Design. “Automotive design has become more diverse, incorporating not just aesthetics but digital experiences, sound design, and the use of sustainable materials. Every detail matters, and the harmonious integration of these elements is crucial.”
Key Appointments in the New Design Team
Van Hooydonk has appointed Maximilian Missoni, previously Head of Design at Polestar, to lead the design of BMW’s upper mid-size and luxury models, including BMW Alpina. With a background in leadership roles at Volkswagen and Volvo Cars, Missoni brings extensive experience in premium automotive design.
Oliver Heilmer, who was Head of MINI Design, will now take responsibility for all compact and mid-size BMW models, including BMW M. Claudia Braun, an expert in automotive materials with experience at Porsche AG, Daimler AG, and Volvo Cars, will lead the newly created cross-brand department for Colour and Material Design, spanning BMW, MINI, and Rolls-Royce.
Domagoj Dukec, who previously led the BMW Design Studio, will now head Rolls-Royce Design, including its Bespoke and Coachbuild divisions. Anders Warming, former Head of Rolls-Royce Design, will oversee all advanced design initiatives and lead BMW Group’s Designworks subsidiary.
Holger Hampf, previously Head of BMW Group Designworks, will now lead design for the MINI brand, while Christian Bauer will continue driving the digital customer experience across all BMW Group brands.
Adrian van Hooydonk expressed enthusiasm for the future, stating, “I am excited to continue driving the evolution of our vehicles and brands forward with a world-class team of highly skilled design professionals.”
This bold reorganisation marks BMW Group’s commitment to staying at the cutting edge of automotive design, ensuring that its vehicles not only meet future technological demands but also offer a seamless, innovative, and sustainable experience for customers.
