BMW has also been given a shake up, albeit with a softer tone. Maximilian Missoni of Polestar has joined Adrian van Hooydonk’s A-Team in Munich, taking on the role of head of design for the maker’s medium and large model lines, plus Alpina. Former head Domagoj Dukec, instigator of BMW’s shock-and-awe design language of the last five or so years, will move over to Rolls-Royce, with former brand designer Anders Warming moving to BMW’s advanced design.
In both cases, Frascella and Missoni are known for their instinctual sense of volume, proportion and minimalist detailing. These are in stark contrast to the rather more chaotic design studios they’re joining – signalling that quality of design, rather than shock factor, is back on the agenda.
Mercedes has yet to call any change to its design management, but its all-electric EQ range has hardly been free of critical review, something mirrored in its showroom sales and resale values.
These exciting new moves might be cause for celebration, but it’s worth remembering the stakes at play. Legacy brands face huge challenges outside of design, including a slowing of EV take-up and fast-moving, tech-forward Chinese and Korean rivals. And without a clear lead in electrified powertrain engineering and technology, it will rest on design and build quality to justify what actually makes ‘premium’ cars premium.
