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In an exclusive interview, BMW’s Head of Design, Adrian Van Hooydonk, shares a fascinating look into the future of the BMW brand at CES 2025. With BMW set to debut its highly anticipated Neue Klasse vehicles later this year, Van Hooydonk didn’t hold back on what fans can expect—from the revolutionary iDrive X to bold design choices, supercars and coachbuilt cars, and much more.
Neue Klasse: Ein Wendepunkt für BMW
“Neue Klasse is skipping an entire vehicle generation,” Van Hooydonk revealed, highlighting the lineup’s groundbreaking advances in electric drive systems, vehicle intelligence, and digital connectivity. At the heart of this transformation is the Panoramic Vision display, a next-gen interface that seamlessly blends BMW’s focus on driving with the demands of a connected, digital lifestyle. “This isn’t just an update; it’s a reinvention,” he added, describing the Neue Klasse as one of the most significant leaps in BMW’s history.
Reimagining Timeless Design
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One of the most thrilling developments? BMW's choice to swap out conventional chrome details for illumination. The renowned kidney grille and dual headlights are transforming into glowing features that not only exude a modern vibe but also incorporate sophisticated sensors for self-driving technology.
Van Hooydonk reassured enthusiasts that although the brand is moving towards modernity, it remains committed to its heritage. “BMWs will maintain their dynamic appearance—regardless of whether they’re in motion or not,” he stated, highlighting that the iconic long hoods and short overhangs will continue to be a hallmark of the brand, even in this electric age.
Electric Encounters with Emotion
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In response to inquiries about harmonizing electric and traditional design elements, Van Hooydonk emphasized that the difference would be nuanced. "We aim for our internal combustion engine and electric vehicles to share a cohesive identity," he stated, highlighting that both types will embody BMW's fundamental principles of performance, emotional appeal, and enduring design.
Anticipating the Future
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The interview wasn’t just about the Neue Klasse. Van Hooydonk touched on BMW’s coach-built projects (yes, the Touring Coupe and Skytop), ALPINA’s unique role within the lineup, and how AI is starting to play a part in BMW’s design process. He also talked about the canceled BMW i16 supercar—an idea that’s been in and out of the spotlight for years.
"I can't help but keep dreaming about it," he confessed, igniting further speculation among fans.
Watch the Complete Interview
Curious about BMW's ambitious vision for the future? Check out the complete interview with Adrian Van Hooydonk right here:
