Why it is making a change to its design org

By Gary S. Vasilash

Generally, when offices are moved around in an organization so that someone gets someone else’s job, who then gets another, it is treated like a series of internal moves.

And if as part of that movement there’s a decision made to change some of the focus of the individual operations, that tends to be an emendation to the titles of the people who have moved.

But at BMW Group, changes that will become effective October 1 for several members of the design team, the company is making much ado about it.

There is a substantiative change (beyond the one for whatever company has the contract to print business cards, because that company will have a nice contract): Maximillian Missoni, who recently left Polestar, is joining the BMW Design team.

The rationale for (1) consolidating Colour and Material Design across all the brands and (2) dividing the brand team into two studios (this is a bit vague, however, as tehre seem to be a studio for compact and mid-size vehicles and upper mid-size and luxury vehicles, although there is still Rolls-Royce Design) is, says Adrian van Hooydonk:

“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. That’s why, more than ever, every single detail matters, as well as the holistic and harmonious integration of the various elements.”

Curiously, there’s no mention of an audio studio.