The grilles keep getting bigger, and you should probably just get used to it.
BMW has made a lot of controversial choices lately. The BMW 7 Series moved out of executive limo territory and turned into a posterchild for oversized grilles. The X7 was something of a warmup to what we’d see on the new 4 Series, and that 4 Series has been the most controversial of them all. You’ve seen the comments, BMW’s seen the comments, and as it turns out, BMW doesn’t care because, well, you can’t please everyone.
The fact of the matter is that everyone has an opinion, and Domagoj Dukec – BMW’s Design Boss – has spent more than enough time reading all the unfavorable opinions of the new 4 Series. But, that doesn’t mean big grilles are going away anytime soon because they want the 4 Series to stand out. In an interview with Top Gear, he elaborated on his own thoughts regarding all the criticism geared toward BMW as of late.
“I’ve been in this business for over 20 years. You know how it is in design – everybody has an opinion. That’s normal. If you want to create something that stands out, it must be distinguished and it has to be different.”
He went on to say that “it’s not our [BMW’s] goal to please everyone in the world. You can’t make a design which pleases everyone. But, you have to please your customers.” So who is BMW trying to please with the new 4 Series and that massive grille? Well, according to Dukec, “20 percent of people are liking it. That fits to the type of customers we are targeting.”
So, does that mean that BMW is really targeting a small base with the new 4 Series. Well, yeah, because BMW belives that 70-percent of its base customers buy what is considered “elegant creators” or the upper 5 perscent that are successful but don’t want to shove it down your throat. Those are the people that buy up cars like the 3 Series, 5 Series, and 7 Series. The other 20 percent are said to be “self confident” and are more interested in stuff like the BMW Z4, 8 Series, and – apparently – the new 4 Series.
“Not all customers are going for the 4 Series. It’s impossible to create something where everybody will cheer and say ‘this is the most beautiful car in the world.”
In other words, if you’re unhappy with the grille on the 4 Series, you’re unlikely to be a buyer of the 4 Series anyway. In other words, all your complaining online isn’t amounting to anything. BMW is confident in the path its taking, and it’s not going to change – at least not until people quit buying their vehicles altogether and, well, we all know that isn’t going to happen.
BMW 4 Series Coupe Specifications
| 430i | M440i xDrove | |
| Engine | 2.0-liter Four-Cylinder | 3.0-liter Inline-Six |
| Transmission | 8-Speed Automatic | 8-Speed Automatic |
| Horsepower | 255 @ 5,000 RPM | 382 @ 5,800 RPM |
| Torque | 295 LB-FT @ 1,550 RPM | 369 LB-FT @ 1,800 RPM |
| 0-60 MPH | 5.5 Seconds | 4.3 Seconds |
| Top Speed | 155 MPH | 155 MPH |
| MSRP | $45,600 | $58,500 |
Source: Top Gear
