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The Future of BMW Design: A Conversation with Max Missoni
BMW VP Max Missoni reveals the brand's challenge to scale its "Neue Klasse" design language across diverse vehicles while integrating advanced interior technology like the Panoramic iDrive system.
What: Max Missoni, BMW VP of mid-size and large vehicles, discusses adapting the "Neue Klasse" design language across various models, balancing classical proportions with modern elements, like the 7 Series' large kidney grilles. He highlights the new Panoramic iDrive system, featuring multiple customizable display panels and a "superbrain" hardware stack for future autonomy and over-the-air updates.
Why it matters: This illustrates the tension in automotive design between evolving a brand's aesthetic identity for modern appeal and retaining traditional hallmarks, while also navigating the rapid integration of advanced, future-proof digital technology into vehicle interiors and underlying architectures.
Takeaway: If you're interested in the future of automotive UX, keep an eye on BMW's Panoramic iDrive system and how car manufacturers balance physical design with evolving software experiences.
Decoder
- Neue Klasse: BMW's new design language and underlying technological architecture for its future electric vehicles, emphasizing scalability and advanced digital capabilities.
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