Like Audi of late, BMW just doesn’t seem to understand that their cars need to be designed differently to each other. Car design language aside, almost all of their models look as if they’ve been taken out of the same parts bins, slightly elongated here and there and set off into the world.
Take the new X1 for example. It doesn’t have a distinctive form. In a side by side comparison to the X3, you would be hard-pressed to tell them apart. And it’s the same story with the X3 and X5. Oh yeah, theres also that X4. That looks a bit different though, doesn’t it? No. In the days where Chris Bangle was throwing his hand into the BMW mix, there was controversy; there was daring and certainly some distinction that set models apart from one another. Now, there’s just mediocrity coined as innovation.
