BMW's Design Crisis: A Critique of the New 7 Series

Amidst a downturn in the German automotive industry, BMW has announced the elimination of 8,000 jobs. The company faces challenges attributed to various factors including former US President Donald Trump's trade policies, competition from China, and domestic political pressures. However, a critique of the new BMW 7 Series suggests that the company's design direction may itself be a contributing factor to its troubles. The article, published by Süddeutsche Zeitung, examines the aesthetic choices of the latest 7 Series model, implying that the design may not resonate with consumers, potentially exacerbating the company's difficulties. The piece highlights the importance of design in the automotive sector and questions whether BMW's recent stylistic decisions align with market expectations. The critique comes at a time when the German auto industry is under significant strain, with BMW's job cuts reflecting broader economic pressures. The article does not provide specific details on the design flaws but suggests that the new 7 Series may be out of step with current trends. This analysis underscores the role of design in brand perception and commercial success, particularly in a competitive global market.