In a significant move aimed at future-proofing its vehicle design strategy, the BMW Group is undergoing a major reorganisation of its Design division under the leadership of Adrian van Hooydonk. Reflecting the dynamic shifts in technology and customer preferences, this restructuring aligns with the company’s NEUE KLASSE philosophy—”electric, digital, circular”—and is set to redefine automotive design standards across its brands.
From 1 October 2024, a new cross-brand design team will be established, reinforcing the company’s position as a benchmark in the industry. The revamped organisation will focus on transforming BMW’s design language to address the rapidly evolving demands of modern vehicle design. One of the key changes is the consolidation of Colour and Material Design across all BMW Group brands, while the core BMW brand will be serviced by two distinct design studios. Additionally, the growing significance of “Advanced Design” will see a strengthened focus within the company.
A Shift Towards Sustainability and Digital Integration
Van Hooydonk highlighted the need for this reorganisation, citing the rapid pace of technological advancements and evolving customer expectations. “Technology and customer preferences are currently changing faster than ever. Automotive design has become more diverse. Designing digital experiences and sound also plays an increasingly important role, along with sustainable and recycled materials. The design showcases all the innovative potential of our products and brands,” van Hooydonk explained. He emphasised the importance of holistic integration, where every detail—whether material, sound, or digital interface—must harmonise seamlessly to elevate the overall vehicle experience.
Maximilian Missoni Joins as New Design Lead for BMW Alpina and Luxury Models
A standout appointment in this restructuring is that of Maximilian Missoni, who will join the BMW Group Design team to oversee the design of upper mid-size and luxury class BMW models, as well as BMW Alpina. Missoni brings extensive experience from his previous leadership roles at Volkswagen, Volvo Cars, and most recently, as Head of Design at Polestar. His expertise is expected to play a pivotal role in steering BMW’s high-end model design towards a new era.
Key Appointments Across BMW Group’s Brands
The reshuffle also sees Oliver Heilmer, the former Head of MINI Design, take on responsibility for compact and mid-size BMW models, as well as BMW M, signalling a new chapter in the design evolution of these iconic vehicles.
Claudia Braun, an industry veteran with experience at Porsche AG, Daimler AG, and Volvo Cars, will head the newly created cross-brand department for Colour and Material Design. Braun’s expertise, already showcased since her appointment as Head of Colour and Materials for BMW in April 2024, will now benefit BMW, MINI, and Rolls-Royce Motor Cars.
Further changes include Domagoj Dukec, previously Head of the BMW Design Studio, assuming responsibility for Rolls-Royce Design, including its bespoke and coachbuild services. Meanwhile, Anders Warming, who previously led Rolls-Royce Design, will now oversee Advanced Design topics and the BMW Group Designworks subsidiary.
Holger Hampf will lead the design direction for the MINI brand, while Christian Bauer will continue spearheading digital customer experience advancements across all BMW Group brands.
Van Hooydonk’s Vision for the Future of BMW Group Design
Reflecting on the restructuring, van Hooydonk expressed enthusiasm for the future: “I am delighted to continue driving the design and further development of our vehicles and brands forward, together with a first-class team of highly qualified design professionals.” With a renewed focus on integrating advanced digital technologies, sustainable materials, and elevated luxury design, BMW is positioning itself to lead the next generation of automotive innovation.
