For the next issue of Roundel, I asked former BMW exec and all-around car guy Bob Lutz to write about the E24 6 Series, which celebrates its 50th anniversary in 2026. Even though that car was released after he left the automaker in 1974, Lutz was involved with the early development with the E23 7 Series and E24, as they coincided with the E21 3 Series, arguably the most important model released during his tenure.
When I spoke to him about writing that story, we discussed design at length. Never one to hold back, Lutz had this to say when asked what he thought of modern BMW design.
I think BMW, right now, has a serious design problem. I think some of the front ends are atrocious. Too prominent, that steam punk look to some of the front ends that look like big octagonal cast iron plates riveted to the car. It’s atrocious. I mean, the proportions are wrong, the lines are wrong, the detailing is wrong. I think some of them are just beyond ugly, and frankly, are being bought because people expect a premium automobile, and they say, Well, okay, I kind of hate the front end. I kind of hate the lights, and I kind of hate the grille, and I kind of hate the overall proportions, but it is a BMW. Somebody told me Chinese buyers like that stuff. I find that hard to believe.
Lutz doesn’t mince words and always says what he thinks. Of course, we all have opinions on design, and BMW has offered a number of polarizing designs recently, with the 7 Series and X7 definitely being high up on that list. The designs are, in my view, avant garde and at least don’t look like anything on the road. Now, I wouldn’t call them beautiful, but at least they look different than most things on the road.
That’s the thing, right? As crossovers and other vehicles become more prevalent, all of them taking up the same footprint and space, and as regulations choke creativity, automakers have to do something different. BMW has chosen its direction, and agree or disagree with it, at least its bold and different. Does that mean it’s the right choice? I’m not sure. What matters is what it looks like in a decade, how it aged. Many of the cars from the Bangle-era were controversial, but looking at them now, they’ve age gracefully.
That all said, the upcoming iX3 is elegant, and I expect that the neue klasse 3 Series will also be a handsome thing that looks futuristic but hearkens back to a totally different era.
What do you think? Do you agree or disagree with Lutz? Let us know in the comments below.
