BMW Design Chief Defends New 4-Series’ Grille, Says It’ll Shape The Brand

The new BMW 4-Series Coupe was officially presented on Tuesday and one of the main topics of conversation was the polarizing vertical kidney grille. Like it or not, this feature is here to stay, and it’s part of the company’s strategic move to make each and every model stand out.

Defending the massive kidney grille was design chief Domagoj Dukec, who strongly believes that the automaker has taken the right decision to go ahead with this design, despite receiving a lot of negative input ever since they presented the Concept 4 last year.

“It should be in the core of BMW to have a product which makes a strong statement. It’s unmistakably BMW, unmistakably 4-Series. It’s not just logical, it has a very strong character that’s unique to our brand”, Dukec told Autocar. “The twin-kidney grille is the most prominent design icon we have. It’s the biggest difference we have from any other car out there. We’ve used the kidney in a variety of ways to give our cars a certain presence: the 3-Series has a very horizontal one because it’s a more rational, serious car. A coupe like the 4-Series should express the exotic part of BMW.”

Dukec explained that in this business, it’s important to know which voices to listen to. “You can’t listen to social media reactions. It won’t help you. Design is something that is so emotional, and everybody has an opinion and different states. There’s no right or wrong. When you do something like this, 50 percent of people might love it and 50 percent will hate it, and that won’t change. Anything you do, there will be people who like it and people who don’t – but this is not the criteria.”

So, what are the criteria for design? According to the BMW official, it is “to create something, unique, daring, to make a statement”. “Although it’s polarizing in the beginning, it’s at the heart of BMW and a brand-shaper for us.”

Leading the new 4-Series pack is the Coupe, which will go on sale globally in October, with the Convertible and four-door Gran Coupe to follow. All of them are based on the brand’s CLAR architecture, which translates into a bigger footprint and a more spacious interior.

Until the new M4 arrives, likely within the next six months, the M440i xDrive will sit at the top of the range, with a 369 HP 3.0-liter turbo-six, for a 0-62 mph (0-100 km/h) time of 4.7 seconds and a top speed limited to 155 mph (250 km/h). U.S. customers will be able to order it for $59,495, while the 430i and 430i xDrive, which pack a 258 HP 2.0-liter four-pot, will launch from $46,595 and $48,595 respectively.

In Europe, the new-gen 4-Series will become available in 420i and 420d specs as well, with their 2.0-liter petrol and diesel engine making 184 and 190 HP respectively, plus the 286 HP 3.0-liter 430d and M440d xDrive 340 HP diesels, which will launch next spring.