# BMW's Design Philosophy: A Focus on the Chinese Market
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Chapter 1: The Polarizing Design of BMW
BMW has sparked intense discussions online with its latest releases, particularly the i7 and its oversized front grille. Car enthusiasts have taken to social media to express their dissatisfaction with this design choice, likening it to a beaver's teeth. The BMW 4 Series had already raised eyebrows with its substantial grille, yet the company remained unapologetic, confirming that the design's polarizing nature was indeed intentional.
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Section 1.1: A Bold Design Direction
Despite the backlash, BMW has continued to embrace this bold design trend with models like the iX and X7, as well as the i7. The iX, being an SUV, didn’t stir as much controversy, primarily because traditional car enthusiasts often overlook this category, especially when it lacks off-road capabilities.
Subsection 1.1.1: The Electric Revolution
However, the iX's grille serves no functional purpose since it is electric. This raises the question: why retain a design element that has faced criticism if it isn’t functional? One possible explanation is that the SUV market is highly competitive, and bold designs may capture consumer attention more effectively. As seen in models like the Toyota Tacoma, larger grilles have become a trend in this segment.
Section 1.2: The Luxury Sedan Conundrum
When we shift our focus to the i7, the story changes. Luxury sedans have historically favored understated elegance. While sporty multi-spoke rims are now popular, Mercedes-Benz’s S-Class remains the epitome of luxury with its subtle design choices. Unlike the past, when Mercedes' designs were seen as bland, the current S-Class combines sportiness with a refined approach to luxury.
Chapter 2: The Chinese Market Influence
Video Description: This video discusses the implications of BMW's sales strategy, particularly focusing on its growing reliance on the Chinese market and how this affects design choices.
Video Description: An exploration of how BMW's designs have shifted over the years, emphasizing affordability while maintaining a unique aesthetic.
BMW is far from being an alternative luxury brand like Lexus, which has often faced criticism for bold designs. Instead, the data tells a compelling story: nearly 40% of BMW's sales in 2021 originated from China. Projections suggest that by 2023, sales in China could surpass those in Europe combined.
In China, sedans still hold a significant market share, even as SUVs rise in popularity. While American consumers may accept more flamboyant designs, Europeans tend to prefer classic aesthetics. China, however, exhibits a unique taste that diverges from both regions.
BMW has even released a special edition of the 7-Series exclusively for the Chinese market, called the Shining Shadow. This ultra-luxury variant, priced at double that of the standard model, features a striking two-tone design that would likely be deemed too bold for European consumers.
In contrast to brands like Rolls-Royce, which offer bespoke color combinations with a more subdued elegance, BMW boldly embraces a more attention-grabbing aesthetic. This strategy reflects BMW's prioritization of growth in the Chinese market over maintaining a traditional sedan market in Europe. Consequently, the i7 features an imposing grille—a symbolic design choice signaling status and luxury.
In conclusion, BMW’s design choices stem from a strategic pivot towards the Chinese market, where preferences differ markedly from those in Europe and the U.S. The company is not abandoning its roots but is instead adapting to meet the demands of a rapidly evolving consumer base.