For Bob Lutz, the German automaker's sales success persists despite aesthetic errors, supported only by the brand's strength in the premium segment
Bob Lutz, former vice president of global sales at BMW and one of the most respected figures in the automotive industry, has fired harsh criticism at the current visual identity of the German automaker. In a recent interview with the BimmerLife portal, the executive classified the design of the new models as “horrible” and suggested that the brand’s commercial success is due exclusively to the inertia of its prestige, and not to the aesthetic quality of the products.
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Known for his usual candor, Lutz, who is 92, focused his analysis on the controversial giant front grilles and angular lines adopted in recent releases. According to him, the art direction has lost the functional elegance that has historically defined Bavarian vehicles.
“Some of the fronts are horrible. Exaggerated, with that steampunk look, looking like large octagonal cast iron plates riveted to the car,” said Lutz. For the executive, the problem is structural: “The proportions are wrong, the lines are wrong, the details are wrong.”
Lutz’s criticism goes beyond aesthetics and touches on consumer behavior. He argues that brand loyalty has blinded the market. “I find it hard to believe that people find this appealing. Frankly, these cars are being bought only because people expect a premium vehicle and want to bear the badge.”
Lutz’s words carry weight due to his track record at the company. During his tenure in the 1970s, he was instrumental in the creation of BMW Motorsport (now the M Division) and oversaw the launch of icons such as the 3 Series (E21 generation) and the 7 Series. After leaving BMW, Lutz accumulated prominent stints at Ford, Chrysler and, most recently, held the vice presidency of General Motors, from which he retired in 2010.
