Claim: Bangle Left BMW Over Project i

Adrian van Hooydonk and Chris Bangle

By Thami Masemola
February 5, 2009 11:25 PM
Filed Under: BMW, Corporate/Financial, Design, German

An explanation for the resignation of Chris Bangle from BMW has appeared on the Internet. Information gathered from the BMWblog.com points to a difference of opinion regarding the design direction of Project i. Project i which has been given the go-ahead by the BMW board of directors, is about "new car and mobility concepts" meant to explore transportation solutions for the biggest cities. This important project is still in its infancy in motor industry terms but the infancy stage is when things design-related get created, discussed and approved. It seems Bangle had a clash of ideas with BMW CEO Dr Norbert Reithofer, Chief of Research & Development Dr Klaus Draeger and his own protégé Adrian van Hooydonk in as far as Project i was concerned.

The clash was about whether Project i would fall under one of the three existing BMW brands (excluding Motorrad and M) or be serviced under a brand new label. Each of these brands - BMW, MINI and Rolls Royce has its own design language. Bangle then decided to fall on his sword rather than take responsibility for a design strategy he did not approve.

The BMW board tried to convince him to stay, even offered him other positions at BMW. One of these positions was that of Design Director at Designworks USA where van Hooydonk once plied his trade. All this was in vain. He had made up his mind to leave. However he will still work with BMW in his new personal design initiative.

A new era of design has now been ushered at BMW in which final direction will come from Adrian van Hooydonk. Because lead times are counted in years, van Hooydonk's style will only be seen in the next 6 or 7 years time. But his concepts like the CS Concept can already be appreciated.

Source: bmwblog.com

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Tags: BMW Project i, Chris Bangle

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Comments

PotatoEater

February 6, 2009 2:47 AM

He got fired for his bad designs. Period.

Aesthetics

February 6, 2009 3:11 AM

if he was a professional, he would adhere to his job discription and not go away suling just because they won't have it this way. it is his task to make board decision work an dnot vice versa. if the cs concept is Adrian van Hooydonk work, then i can see a bright future for bmw

lucifa

February 6, 2009 8:06 AM

I disagree; I'd say that if he sees himself as an artist, then he has every right to leave so that he doesn't compromise his own ideals.

odysseus

February 6, 2009 11:17 AM

Which bright future? Chris Bangle worked as head of design for over 17 years at BMW. He is responsible for a lot of very beautiful models like E38, E39, Z3, Z4 or Z8. It sounds like a bad joke, that the drawer of the most controversal products (E63 and E65/66) in the whole history of the company, Adrian van Hooydonk, is now responsible for design of the whole BMW Group. He hadn't be promoted because there is absolutely no reason to reward him for his bad taste!

BMWPrince

February 10, 2009 9:54 AM

Just to let you guys know, the previous generation of 7 Series, which was much hated, was designed by Adrian van Hooydonk and not Chris Bangle. So you tell me what BMW's future for design will be.

v6s_stink

February 6, 2009 3:45 AM

Even if you like Bangle's artistry (abominations), I think if you look at his situation with an open, analytical mind you conclude that it was time for him to leave. The newest models seemed to be stuck in as deep as a rut as the prebangle-butt (PBB) models were. Times are now tough all over and losses are mounting at BMW. There are many loyal customers who still own a PBB BMW, and many of these people are probably not a Bangle "artistry" fan. Most of these owners are likely to make a new car purchase decision in the next couple of years. BMW needs to do something to keep these customers in the fold. Wacking Bangle is a very sensible option.

If nothing else, read interviews with this man and watch some of the available video-posts. He had to be wearing a bit thin with more than a few associates after his long tenure.

Edited by user on February 6, 2009 at 3:48 AM

DieselDog

February 6, 2009 3:30 PM

I am sure Bangle had a difficult time stretching pulling the Board and design team forward, as moving out of a comfort zone can be extraordinarily difficult for any team. At first, some of the designs (perhaps intended to move the team "off center") seemed too provoking, (Z9, 1 sereis concept's "sow belly", 5 series), but as the team incorporated their own thoughts into the disign direction, thereby tempering it, the results have been spectacular. The new 7 and Z4 are great examples of how different teams have taken the desing language in a forward direction without entirely alienating the BMW faithful. For one, I sincerely hope the new 5 will be an additional example of forward-thinking design aimed at the BMW faithful.

BMWPrince

February 10, 2009 10:09 AM

From what I heard, designing a BMW is not a team effort, they have a system whereby everyone design their own 5 Series for example, and they just pick the best and ask the designer to carry on to the enxt stage with clay models. From what I can remember, it is not a team effort

motorsport13

February 6, 2009 5:04 AM

i think a new era of bmw desings will come again i wish they could make a remake of the e39

trekkerbin

February 6, 2009 5:22 AM

Bangle has his own personal touch. To me, his design is quite controversial. But not all of his work is bad. Anyway, I like the future new director Adrian's design, and I hope that BMW can continue prosperous for years to come.

trekkerbin

February 6, 2009 5:32 AM

Also, one thing I noticed in the photo. Correct me if I am wrong, is that the new 5 series or the PAS beside Adrian?

DieselDog

February 6, 2009 5:58 AM

Good eye, Trekkerbin! Could be the new 5 - I hope!

Decypha

February 6, 2009 6:16 AM

No that's just a 7-series

BMWPrince

February 10, 2009 10:00 AM

It's the new 7

v6s_stink

February 6, 2009 5:51 AM

If it is one of these, even this is overshadowed by Bangle's obvious gesture that once again proclaims his self-enlightened existence.

lucifa

February 6, 2009 8:10 AM

I do love the blind hatred of the poor man on this site. This level of negative vibes used to be reserved for men like Adolf Hitler and Joseph Stalin. Poor Chris Bangle. He's been categorised with some of the most destructive dictators in human history, poor fellow.

v6s_stink

February 6, 2009 8:25 AM

I sure wouldn't characterize a guy with a too big of an ego who designs cars I don't find attractive in the same category as a man whose actions were responsible for millions of deaths. Exaggeration often helps to make a point, and I get what you are attempting to do. Your attempt is still completely absurd. By the way, his tie is not so nice, either. Does this put him in a category with Pol Pot?

Edited by user on February 6, 2009 at 8:32 AM

lucifa

February 6, 2009 10:08 AM

My comment was intended to be an extremely sardonic use of hyperbole. However, on reflection, there is some small grain of truth in it -- the number of times I've seen the post of "I F***ING HATE BANGLE HE RUINED BMWS" or something along similar lines is ridiculous. Granted, you can justify hating a man such as Hitler, but to hate -- to actively hate -- Bangle because of his design philosiphy is just plain ludicrous. The poor bloke reinterpreted BMW design, not the way the world order. You can disagree with his reinterpretation, you can dislike his designs, but to actually hate the man himself displays a very narrow mind.

Oh and V6s_stink -- it wasn't exactly directed at you per se, you just happened to spark the thought in my mind. So sorry about that. With regard to your actual comment, it's not a great photo, but I've seen many people use similar gestures during public speaking -- especially Americans -- I think it's something in their culture, like the Italians, who are famous for it.

v6s_stink

February 7, 2009 5:18 PM

Hey Lucifa, This is getting to be an old thread, I hope you find my reply. I agree that the using the f-word and proclaiming hate for anyone in i-net comments is small minded and wrong.

Bangle's work and public persona were both polarizing. If you weren't a fan of either, they tended to magnify each other and lead to some real disdain.

For me, I never really liked his work, but didn't care too much until he hosted a design forum at NAIAS a few years ago. Some journalists and people thought he was truly "charming", as AutoWeek wrote. Others thought he was a smug, self promoter. I thought he acted "self enlightened" and had more pride than his body of work supported. I see that behavior in the gesture of the photo.

I give away the point that most great and truly creative designers produce a few turkeys. Most, though, have one or several really great, on an historical scale, designs. I can't think of one of these you can credit to Bangle. Almost anyone who sees a Cisitalia, 250GTO, Miura, Starlight Coupe, original or new 8C, etc, etc. for their first time is stopped in stunned amazement. This man acts like he is one of the greatest ever without having produced a truly great design. The new 8C would not have materialized if Chris had stayed at Fiat/Alfa. Nothing as nice would likely have occurred.

I do think it was past time for him to leave BMW. It will be 5-6 years before whatever Adrian's style is emerges in the market place. This is going to be just too long, in my opinion.

Edited by user on February 7, 2009 at 5:24 PM

pogabris

February 6, 2009 10:23 AM

Finally Bangle is out! I suggest to give him a job at Caterpillar instead.

Aesthetics

February 6, 2009 1:28 PM

actually, that is so funny it made my day

alpacino01

February 6, 2009 1:25 PM

Please look the car next to Adrian VAN HOOYDONK I think is the new 5 serie (it's the front from new 5 or new PAS) I have analyse this image and it's not the 7 serie front. Please look coorectly

lucifa

February 6, 2009 3:23 PM

Interesting, i just looked at a very close up photo of the front right of the 2009 7 Series - it has identical headlights, the foglight beneath them in the spoiler, the headlight-washer square in the exact same place and shape and an identical bonnet line. I really do think that's a 7 Series not a 5.

tom43

February 6, 2009 4:52 PM

I´m not really sure, but this could be the 7-series with the new m-package, debuting at the IAA at september...

Iconic

February 6, 2009 5:42 PM

That's definitely a 7. The 5er would not be that similar.

BMWPrince

February 10, 2009 10:05 AM

of course not, we are not talking about Audi's here. The front is identical to the new 7, just a different colour!

Aluraeo

February 6, 2009 6:04 PM

Well though I don't really like the look of Bmw's in its current generation, to me it seems that Bangle did the right thing and leave. Yes bmws of the past were good to look at and had a sense of form follows function in their design. Though not any more. The "fat belly" 1 series hatch is an abomination and is it me of the new bmw concepts seem to have faces more and more like Hogs with their big pig nosed like grill design....At first I though I was the only one who had this view until my nephew who is only 6 yrs old saw the picture and exclaimed "Wow! a pig face car...." Hell, he is too young to even know what a BMW is... At least Bangle had the courage and humility to leave in that sense. Look at subaru, their designs are really S**T of late and we don't see any designers taking responsibility for them.

spamme

February 8, 2009 1:09 AM

he is out! *champagne*

BMWPrince

February 10, 2009 10:06 AM

It is BMW's loss... now the Americans will not buy BMWs because they are not designed by an American anymore... just jokes

joelynn

February 8, 2009 8:29 PM

where will he go next??

BMWPrince

February 10, 2009 10:07 AM

A little bird told me that Audi is trying to get him on the team!

Uptohere

February 9, 2009 1:00 AM

Their relationship has run it's course and now it's time for Bangle and BMW to move on. BMW is likely fed up with the criticism levied against it's design direction and the laurels heaped upon some of it's competitors. There will be less room for mistakes in the future. Their cars must sell, and sell well.

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