How do you feel about BMW? If you ask a European, then in most cases he will answer that it is a premium constructor focused on the sports aspect. But if we ask this question in the United States or China, the brand’s two main markets in the world, the answer is likely to be somewhat different.

This is stated in an interview conducted by BMWBlog during a visit to BMW Designworks in Santa Monica, California. Known as the “architects of the future” of the brand, Holger Humpf, president of Designworks, and Adrian van Hooydonk, director of design, looked at the perception of BMW in different markets.

Series 7 wants to be more “global”

First of all, there are differences in the perception of design between the European, American and Chinese markets. “For the American customer, BMW is a sports car. Regardless of size, even the 7 Series is considered a sports car. In China, the 7 series is considered a luxury item”explains Adrian van Hooydonk.

To fill this gap in perception, the designers decided to strike a balance between luxury and performance in the current 7 Series. It offers both an aggressive and expressive style, as well as greater sophistication thanks to the use of materials that are even more premium than before. version. love it or hate it BMW’s new flagship seems to be resonating with buyers in all markets.

However, despite the fact that the tastes of different markets coincide, it all comes down to individual preferences. As Adrian von Hoydong explains, “There is no single formula anymore. Maybe thirty years ago, if you achieved a certain level of success in life, you wanted a luxury car. But I think that people don’t really care about that anymore. »

Europe, a market that has become difficult for BMW?

If in Europe the aesthetic turn of the new BMWs is still hard to see in the eyes of some, it is clear that in China and even in the United States, customers seem less challenged. It must be said that in Europe, and certainly more than elsewhere, BMW is still perceived as a brand that focuses on driving pleasure and sports cars. That is why this equation is difficult to solve today, especially on the Old Continent.

So BMW is playing on several fronts, between ultra-luxury with the new 7 Series, which introduces incredible technology to cater to the Chinese market in particular, and the new M2, available with a six-cylinder engine, rear-wheel drive and a manual transmission. gearbox to tempt fans of the Bavarian firm in Europe. But the advent of electricity should obviously rearrange the cards.