Why Did BMW Embrace Those Massive Grilles in the First Place?
If you’ve ever done a double-take at the front end of a recent BMW—especially the 7-Series or iX—you’re not alone. The supersized kidney grilles have been the talk of car forums, memes, and even dinner tables. But here’s the thing: BMW didn’t just wake up one day and decide to go big for shock value. According to Adrian van Hooydonk, BMW’s Head of Design, the move was strategic. In markets like China, bold, imposing grilles are a sign of prestige and status. In fact, van Hooydonk points out that demand for large grilles in China is so strong, it’s shaped the global design direction for several years.
What’s more surprising? Despite all the online jokes and negative comments, BMW never saw a dip in sales because of these grilles. Quite the opposite, actually. The numbers held steady—or even improved—suggesting that the controversy may have fueled curiosity and, ultimately, purchases. So while the internet had its fun, the showroom told a different story.
Is BMW Really Moving Away from Big Grilles with the Neue Klasse?
The short answer: yes, but with a twist. BMW’s Neue Klasse design language, first seen on the iX3 at the Munich Motor Show, is a clear departure from the oversized grilles of the past decade. Instead, the new models sport a slimmer, more horizontal twin-kidney grille paired with a distinctive light signature. This isn’t just a nod to modern minimalism—it’s a deliberate callback to BMW icons from the 1960s and 70s, like the 1600 and 2002. There’s a sense of heritage here, but with a futuristic edge.
BMW plans to roll out this design language across nearly 40 new and refreshed models by 2027. That’s a massive shift, and early reactions have been largely positive. Enthusiasts appreciate the return to classic proportions, while new buyers are drawn to the sleek, high-tech vibe. It’s a balancing act between honoring the past and embracing the future.
Why Did the Grille Get So Big? Function Meets Fashion
It’s easy to assume the grille is just about looks, but there’s more under the surface. Modern cars are packed with sensors for advanced driver assistance and semi-autonomous features. The grille, it turns out, is the perfect hiding spot for all this tech. Van Hooydonk explains that as BMW’s cars become smarter and more capable, the front end needs to house more hardware—radar, lidar, cameras, you name it.
The result? A grille that’s not just a design statement, but a functional necessity. On models like the iX3, the grille size is carefully calibrated to fit these sensors without looking awkward. It’s a bit of automotive sleight of hand: all that tech, hidden in plain sight.
Will We Still See Big Grilles on Future BMWs?
Don’t expect the giant grille to disappear overnight. While the Neue Klasse models are slimming things down, BMW is keeping its options open. Van Hooydonk hints that the company will continue to offer a variety of grille shapes and sizes depending on the model and market. The facelifted 7-Series, for example, still features a prominent grille—though it’s been toned down a bit from its most polarizing days.
This approach makes sense for a global brand. What works in Munich might not fly in Shanghai or Los Angeles. BMW’s willingness to adapt shows a keen understanding of its diverse customer base. It’s not about one-size-fits-all; it’s about giving each market what it wants, while still pushing the brand’s design forward.
How Are Customers Reacting to the New Look?
Here’s where things get interesting. Despite the noise online, actual BMW buyers haven’t been put off by the big grilles. In fact, van Hooydonk says there’s been no measurable backlash in sales data. That’s a powerful reminder that internet chatter doesn’t always reflect real-world preferences.
As the Neue Klasse design rolls out, early feedback suggests buyers are embracing the change. The slimmer grille and horizontal lights feel fresh without alienating loyalists. It’s a smart move—BMW is evolving, but not abandoning its roots.
What’s the Big Takeaway for BMW Fans and Critics Alike?
BMW’s grille saga is a lesson in design, culture, and business. The company listened to its global audience, made bold choices, and isn’t afraid to pivot when the time is right. The big takeaway? Car design isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end.