BMW Touts A Pure Design That Will Last For 10 Years Without A Facelift

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BMW is working on a new generation of electric vehicles that will arrive sometime in the middle of this decade. An EV based on Neue Klasse will feature technology not yet available on the market today and will likely introduce a new design language for the brand. With the Vision Dee concept, the Bavarian brand hinted at how this design will develop in the future.

Introduced during the 2023 Consumer Electronics Show in Las Vegas yesterday, the Digital Emotional Experience concept isn’t exactly what we’d describe a good-looking BMW, and judging by your comments on its original debut story, you’re not a huge fan of either. But there’s a bigger picture hidden there and it’s a simpler design approach that BMW is taking with this new concept. It turns out that this is the path the automaker will take in the future, especially when it comes to vehicles based on Neue Klasse.

drivesAaron Cole recently chatted with Domagoj Dukec, BMW’s head of design, who shed more light on how design will evolve at the company in the future. He wanted to start building pristine designs that were more resistant to aging, eliminating the need for mid-cycle refreshes. This may sound overly optimistic, but Dukec hints at a 10 year life cycle without a facelift.

“Our car will prioritize quality. Also, a pure engine that you don’t want to change every three years,” Dukec told the online publication. “[We’re] creating a design so pristine that it will last for 10 years, so much so that it doesn’t need a facelift. The facelift is very shallow.”

Dukec also confirmed BMW would not abandon its traditional sedan form despite the SUV and crossover boom. Performance-oriented packages are also likely part of the brand’s future, although BMW will be rethinking what performance looks like in the coming years. “The show will always be there,” said Dukec, although “certain things will always remain familiar.” But the most important thing is the quality that BMW wants to achieve without unnecessary hassle and unnecessary arrogance.