Auto Design

I have known Christopher “Chris” Bangle since he was at Opel at the time when he designed the interior of the Opel Junior show-car. Through the years we have talked several times. I cannot consider him a friend. We never met for other reasons than our jobs and in our roles, but through the years I have been appreciating more and more what he was doing at Fiat, when he was there and at BMW.

He did performed many task and he was very successful in achieving revolutionary tasks. I know it is not elegant to quote myself but, for a time, allow me to repeat here what I wrote (in Car Styling issue 99) back in 1994 after Chris left Fiat to join BMW in 1992.

I prefer to use those words to make sure you do not get the impression that I am trying to please him and his millions of supporters. «Probably the best thing Bangle has done for Fiat, and an accomplishment for which he will be remembered was not to set the leitmotiv for the Fiat Coupé”, but to transform the company’s design culture into a lively, international and progressive one. Bangle managed to establish a direct and positive link between top manager Paolo Cantarella and the designers. This created an enthusiasm and confidence that soon engulfed everyone»

 Incidentally, let me stress here that in the same 1992 year, another talented designed joined the company, that was the man who at 42, replaces Bangle: Adrian Von Hooydonk.

At BMW, Bangle did (and in this he was supported by a very intelligent and honest top management) even more of the same and actually accomplished what he had only started doing at Fiat. He really changed the design culture of the entire company, proving how important it is to approach all aspects of design, as a critical and strategic “human science”, where research methods and tools, cultural input and influence, selection and decision process can go hand in hand with human perception of balance and beauty, with cultural and marketing analysis, with understanding of conflicting needs and the drive to discover new frontiers.

Three BMW design without and with Chris Bangle:Corona Doehring, colour and trim; Oliver Heilmer, interior; and Christopher Weil (with glasses), exterior.

 Now, whereas the question about the ultimate reason for BMW and Chris Bangle to part remains to be asked and answered at the proper time, my opinion is that the move might just be right and good for both. On one side Bangle has given to BMW the essence of his talent, vision, spirit, discipline, trust and enthusiasm. Everything he had to give. Now he could only deliver more of the same but hardly something different and further advanced.

In recent times his “added value” could not be as high as it has been in the past and probably he would now resist (that is a natural attitude) the further and revolutionary changes that the present challenges require from the BMW Group, as well from the industry at large.

It is now up to Adrian van Hooydonk, who has grown and matured at BMW with Chris Bangle to put fresh adrenaline into BMW’s design future. His own and that of his team. Adrian is ready for the job and with his broad understanding of design (his background is from product and industrial design) and engineering (a natural with some training) he should grant BMW design organisation and products a bright future.

The change might also be good, very good, for Chris Bangle who is still a young and enthusiastic designer and a rare design manager who can contribute a unique experience and thousand of design principles, product concepts, and ideas to many different areas of design around the entire world.

I am sure he is going to do it and we could only regret that he is stepping out of the automotive world. Perhaps, we shall not regret it entirely. Staying away from car companies  – at least some of them and for some time – is probably part of his BMW contract but it is also good for him and the industry to establish a certain distance. After this distance has been built, Bangle will be able to see cardesign from a different perspective and probably decide to come back with even newer, fresher and more innovative ideas. Much like Walter De Silva, Bangle is an outstanding design manager and not just a good designer. Bangle and De Silva have developed a special “design know-how” and culture, and a special talent, that give them the ability to drive, orientate and get the best from the young and upcoming talents, as well as support and re-assure the company top management. Eventually, I would love to see Chris Bangle continue the work of Lorenzo Ramaciotti at Fiat these days, may be in three to five years time.