The newer and humongous BMW grille design seems to be the norm now, even for its EVs. Are we getting used to it?
BMW and its kidney grilles are inseparable, a trademark of the brand for 90 years. It all started with the BMW 303 in 1933, introducing the iconic double bubble design. Interestingly, the grille was quite large compared to today’s BMWs. Since then, the design has evolved from a narrow, square shape to the current beaver-style grille.
Indeed, many people adore BMW’s kidney grille design, with the legendary E-series being the most coveted. While it may not be the most remarkable, it is the most handsome, according to enthusiasts. Personally, I believe the peak design era was between 2012 and 2018. However, things took a turn for the worse after that. BMW began featuring massive kidney grilles, starting with the X7 SUV and the G11 7-series LCI. The manufacturer claimed this was to give its high-end models more presence on the road.
If that wasn’t controversial enough, BMW started introducing new models with grille designs reminiscent of the 1938 BMW 328. This design was unveiled in a 4-series concept at the 2019 Frankfurt Motor Show and entered production in 2020 with a similar style. Many people strongly disliked it. According to BMW, the grille design is intended to be large, upright, and forward-leaning.
Domagoj Dukec, BMW’s head of design, stated that the 4-series front look is a clear statement on the road, with the striking vertical grille providing a daring and confident identity – too confident, in my opinion. Nevertheless, things have escalated since then. The latest generation M3 and M4 feature this grille design, infused with BMW’s Motorsport design essence. It faced significant backlash during its announcement in 2020 due to its beaver teeth appearance. But that doesn’t stop BMW from keep using this grille design in its newer lineup either, as seen in the BMW iX and XM.
That said, while the new design is hard to justify, I’ve found it growing on me lately. The same goes for others who have seen it in person – turns out it’s not that bad! Many believe those huge kidneys have given the front fascia a bold vibe, which matches its increasingly bigger vehicles. Having them on the 7 Series makes sense for that reason, and if the newer generation i and M cars are heading in that plus-size direction, the larger grilles—while being hard to swallow—shouldn’t hurt the look or the performance. And to really think about it, most other carmakers have also chosen to use larger grilles nowadays, no?
But ultimately, it also comes down to personal preference. Good or bad visual design is subjective. Trust me; I’ve met people who think the Nissan Juke is attractive, while I think it’s one of the most uninspiring car shapes of all time. Yet, given BMW M GmbH reached its all-time-high sales record in 2023 with over 200,000 vehicles delivered (and the majority of newer BMW M cars adopted this large grille design), it’s safe to say we may have reached a point where people could’ve settled into accepting it. Inevitably, larger kidney grilles are just part of the brand’s identity from now on.
Do you agree or disagree? Should BMW get rid of its humongous grille design? Let us know in the comments!
