BMW buys DesignworksUSA, a renowned design firm based in California.
In the early 2000s, a top-secret project named "Deep Blue" was initiated by BMW Designworks/USA, a California-based design studio, with the aim of defining the "next phenomenon" for the U.S. market. This ambitious project was the brainchild of Bangle and Dr. Burkhard Göschel, and it would significantly impact BMW's approach to car design and development.
The journey began in 1990, when BMW looked to California for a design infusion, leading to the purchase of a 50% stake in Designworks/USA. The studio, founded by Chuck Pelly in 1972, quickly proved its worth, submitting proposals for BMW's production-car design process. By 1995, BMW had fully acquired Designworks/USA, marking the start of a transformative partnership.
Designworks/USA expanded BMW's design ethos beyond automotive, bringing in expertise from a broad cross-section of industries. This global, multidisciplinary perspective enabled BMW to leverage a wealth of knowledge from technology, aviation, and consumer products sectors, among others.
One of the key contributions of Designworks/USA during the 1990s and 2000s was the introduction of advanced design methodologies such as the holistic and innovative “Fixstern” process. This approach focused on creating shared future visions among stakeholders and has been applied to various projects, including both automotive and non-automotive endeavors.
The studio's influence was not limited to aesthetics or ergonomics. Its work with other sectors allowed BMW to benefit from outside perspectives, particularly in areas like connectivity, user experience, and sustainability. With offices in Los Angeles, Munich, and Shanghai, Designworks helped BMW tap into global design trends and regional preferences, ensuring BMW designs remained relevant and competitive worldwide.
The relationship between Designworks and BMW fostered a culture of continuous knowledge sharing and innovation, which was reflected in both BMW’s product lines and its strategic approach to design challenges. This cultural and design integration contributed to evolving BMW’s design language, making it more adaptable and forward-looking, especially as the company faced increasing competition and rapid technological change in the late 1990s and throughout the 2000s.
Notable projects during this period include the asymmetrical X coupé, designed by Chapman with an interior by Warming, and the first vehicle concept from "Deep Blue". Although the X coupé was too controversial for production, it paved the way for more favourable reception of subsequent concepts, such as the X Activity Vehicle (which became the X3), Chapman's CS1 (the first-generation 1 Series), and a coupe-styled X5 derivative known as the Concept X6, which went into production under that name.
In 1998, BMW Designworks/USA opened a branch in Munich, and in 2006 expanded to Singapore. Henrik Fisker was appointed as the new president and CEO of BMW Designworks/USA in 2000, after Pelly stepped down. However, the outrage caused by the X coupé led to the Gina project being sent into long-term storage.
In conclusion, Designworks/USA played a significant role in shaping BMW’s approach to car design and development, particularly after being acquired by BMW in 1995. By broadening BMW's creative horizons, integrating cross-industry best practices, and establishing a global, innovation-driven design culture, Designworks/USA has left an indelible mark on BMW's design language and strategic approach to car design.
- The diversified expertise from various industries, such as finance, technology, and transportation, contributed significantly to BMW's design approach, as Designworks/USA, having its roots in multiple sectors, enriched their creative process.
- Leveraging the knowledge from the automotive industry and beyond, Designworks/USA introduced advanced design methodologies like the "Fixstern" process, benefiting BMW's approach to projects not only in automotive but also in business and other sectors.
- The strategic partnership between BMW and Designworks/USA open avenues for collaboration with companies in the finance, technology, and transportation industries, helping BMW remain competitive and forward-thinking in an increasingly interconnected world.
