When Max Missoni joined BMW, the automotive world took notice. Formerly the right-hand to Thomas Ingenlath at Polestar, Missoni's entry into BMW has positioned him alongside Oliver Heilmer, creating a design powerhouse. While Heilmer oversees BMW’s small to mid-size offerings and the M Division, Missoni takes charge of the 5 Series and above, also breathing new life into Alpina.
Missoni's journey at BMW is not without hurdles. Adapting to BMW’s established methods and systems is a steep learning curve, yet one he’s begun to overcome. His task now is to inject his vision into the company’s vast organization—no small feat.
Missoni resonates with BMW's philosophy of modernizing while honoring its history. He sees potential in the Neue Klasse’s emotional design and aims to retain that spirit in upcoming models. His role also involves overseeing Alpina, a brand with deep roots but small-scale visibility. It's a challenge Missoni finds invigorating.
Transitioning from Polestar to BMW has been notably emotional for Missoni, particularly with the intense fan base that actively voices opinions. He's aware of the responsibility that comes with BMW’s legacy, as set by design legends like Chris Bangle, and accepts the task with sensitivity and anticipation.
Together with Heilmer, Missoni is developing a cohesive design vision that spans all of BMW, including the Alpina and M divisions. He aims to simplify complexities without losing BMW’s unique essence. The rollout of concept cars will illustrate this new direction, though Missoni plans to first spotlight the Neue Klasse.
The design language Missoni is helping define anticipates advancements in AI and autonomous driving, pivotal shifts reshaping the automotive landscape. Connecting personal devices more seamlessly with cars is part of that journey.
Max Missoni's appointment at BMW marks a new chapter as the brand looks to redefine itself while staying true to its roots. His enthusiasm and forward-thinking approach are set to shape BMW’s design landscape well into the future. Change isn’t about standing out for the sake of it; it’s about evolving what’s already there to meet new challenges.
Max Missoni's arrival at BMW introduces fresh perspectives in the brand's design department. Tasked with overseeing the evolution of high-end models and Alpina, Missoni is poised to balance legacy with modern innovation, focusing on simplicity and emotional design to guide BMW into the next era.
