New team structure prioritizes innovation, digital transformation, and sustainability
Munich – In a strategic move aimed at reshaping its design philosophy for the future, BMW Group is unveiling a significant overhaul of its Design division under the leadership of Adrian van Hooydonk. This organizational shift, set to begin on October 1, 2024, marks the company’s commitment to forward-thinking design that embraces digital, sustainable, and customer-focused innovations.
The new structure introduces cross-brand collaboration while strengthening key areas like digital experiences and material sustainability. Inspired by the NEUE KLASSE’s “electric, digital, circular” ethos, the changes are designed to ensure BMW remains at the forefront of the rapidly evolving automotive landscape.
“Automotive design has become more diverse than ever. Technology and customer preferences are changing at an unprecedented pace,” said van Hooydonk. “We’re not just designing vehicles; we’re creating integrated digital experiences and using sustainable, recycled materials. Every detail matters.”
A key highlight of the new structure is the consolidation of Colour and Material Design across all BMW brands, ensuring a cohesive design language. Additionally, BMW’s design team will now operate across two dedicated studios to further explore advanced design topics.
The revamp brings new faces into leadership roles, with Maximilian Missoni, former Head of Design at Polestar, joining the team to oversee the upper mid-size and luxury segments for BMW, including Alpina. Oliver Heilmer will shift from leading MINI Design to handling compact and mid-size BMW models, as well as BMW M.
Claudia Braun, previously head of BMW’s Colour and Material division, is set to lead the newly formed cross-brand department for Colour and Material Design, which will encompass BMW, MINI, and Rolls-Royce.
Other key appointments include Domagoj Dukec taking over Rolls-Royce Design, Anders Warming leading the Advanced Design division, and Holger Hampf assuming responsibility for MINI’s design direction. Additionally, Christian Bauer will continue shaping the digital customer experience across BMW’s portfolio.
Adrian van Hooydonk expressed enthusiasm about the future, stating, “With a team of top-tier designers, we’re ready to drive the next chapter of innovation and development across all our brands.”
This restructuring signals BMW’s readiness to adapt to the fast-changing demands of the automotive world, with a renewed focus on holistic design, cutting-edge digital experiences, and sustainable solutions for the luxury automotive market.
