BMW X5 awarded the "autonis" 2007 for the most attractive design.
Munich. At the Frankfurt International Motor Show 2007 yesterday , the BMW X5
was voted winner of the competition "autonis" - best new design 2007 - in the
category off-road vehicles. The new version of the BMW X5, which was launched
on the German market in March 2007, managed to assert itself well ahead of its
class competitors. The result is proof that this unique Sports Activity Vehicle
(SAV) by BMW not only impresses through superior driving characteristics, but
is also perceived by the general public as an exceptionally attractive and
stylish vehicle.
In a reader survey, the car magazine "auto motor und sport" had determined the
most appealing new vehicles launched within the last twelve months. Voting was
effected solely according to visual criteria, whereby readers were able to
allocate plus and minus points for the design of the vehicles they assessed. No
vehicle in any other segment was mentioned as often and judged as positively as
the BMW X5. Those taking part in the survey also gave noticeably high marks for
the design of other new BMW models. The BMW 5 Series won second place in the
luxury class category. The BMW 1 Series and the BMW 3 Series Convertible were
also readers' favourites, managing to seize third place in the classes for
compact vehicles and convertibles respectively. Moreover, the new MINI
contributed to a further class victory for the BMW Group, becoming clear winner
of the "autonis" in the small car category.
Successful design is not evident at first glance.
Without a doubt, the design of BMW and MINI vehicles is striking and always
leaves a positive impression. This is precisely the goal BMW Group designers
aspire to achieve with their work. They design vehicles that not only appeal to
people at first glance, but also achieve a sustainable visual effect. BMW chief
designer Adrian van Hooydonk explains: "We designers wish to make owning a BMW
an experience, and we aspire to establish a relationship between people and
their product that is continually deepened." Consequently, the design of a BMW
is always synonymous with authentic product substance, and as such it renders
this substance perceptible and discernable to the customer. Initially, it
arouses the attention of the beholder through an aesthetic appearance that
reflects the identity of the premium brand BMW. Moreover, it consistently
sparks emotions that result in a vehicle design that permanently exceeds
expectations and binds the customer to the product and the brand. In this way,
the design becomes a success factor for the entire company.
Basis of design development: The "Collective Intelligence" principle.
The design of an automobile is seen as a crucial purchase criterion that
increases both driving pleasure and resale value. The BMW X5 owes its excellent
position in this field to a fundamental design strategy that is utilised in the
design of all BMW Group vehicles. Part of this strategy is a specific form of
cooperation known within BMW Group Design as "Collective Intelligence". For
example, in addition to market and market-related criteria, demands implemented
by specialists in the field of aerodynamics, safety, ergonomics or series
production compatibility are increasingly incorporated into design development.
Therefore, there is a necessity in every phase for different skills of the
highest level.
For example, when a designer furnishes a concept, he then teams up with a
modeller who transfers the sketches in a 1 to1 format into a three-dimensional
model made of clay, an industrial building material. Additionally, a design
engineer is involved during the entire development phase up to realisation, a
person who is able to relate to the two experts' proposals and "defend" the
development process in alignment with the technical requirements of series
production in the countless coordination rounds. These three specialists form
the core of a successful design team within the BMW Group. When selecting
colleagues, the BMW Group attaches the utmost importance not only to
exceptional know-how, but also to an ability to cooperate. The "Collective
Intelligence" principle is based on willingness to share knowledge in order to
be able to fully exploit the collective pool of specialised information and
experience as a collective community.
At BMW Group Design, competition and teamwork belong together.
At the same time colleagues at the BMW Group are permanently exposed to tough
internal competition. Several designers work simultaneously and consistently on
the design of the same model. The combination of rivalry and teamwork results
in a highly creative and fruitful working atmosphere. Each of the team members
knows he or she is ultimately pulling together with all of the other
colleagues. Thus, rivals even consult each other during a competitive phase.
Head of BMW Group Design, Christopher E. Bangle, aspires to motivate his
colleagues through the power of a mutual vision. "Individual freedom and
teamwork do not contradict each other", he says. "Our employees do not work for
their own benefit, but for the benefit of the customer, the vehicle and the
brand."
Thanks to the decidedly collaborative working method at BMW Group Design, the
individual skills of each colleague from different specialised fields generate
enormous creative potential. In this way a whole is created that is much more
effective than the sum of its individual parts.
The success of this principle is evident. Numerous awards document impressively
BMW's outstanding core competence in the development of premium vehicles that
fulfil the highest standards in innovation, dynamics and attractiveness. BMW
vehicles consistently receive awards for exceptional design, whether from
specialist juries or as a result of public surveys. In addition to the
internationally recognised red dot award 2007 for outstanding product design,
the BMW Group was also presented with the prize for the "Design Team of the
Year".
