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This is a fluff piece with no tough question asked and just making the same justifications, same excuses.
Like they want "want BMW to stand out." So, instead of standing out by being the best driver oriented performance car on the planet, they want to stand out by make the car ugly. Both the F9x M8 and the G8x M3/4 stands out - the former being a beautifully crafted aggressive looking car, and the latter a beaver face.
Like "The grille on that car remains vertical because of all the high-tech equipment, such as autonomous driving sensors, that needs to be positioned in the centre." That's BS and just lazy design IMO. All the sensors can be hiddened or camouflaged, it doesn't take much design ingenuity to do that. Porsche 911 and Taycan are two of the world's most technologically advanced cars but they don't need a gigantic grille to hide behind the technology.
Like "If we don’t move, we become a sitting duck for all our competitors." This is a classic straw man because there's literally no one that's telling them not to change. How about changing instead to make BMW drive more like Porsche rather than more like Toyota?
And then there's this BS line: "the heart of what van Hooydonk and Dukec are trying to do – sell cars. “It all comes back to the customer."" Reeally!?? Like coming back to how they're thumbing their nose at their core customers in favor of "new" anonymous customers that supposedly love large grilles and soft riding cars that isolate you from the road that look like beavers? If that's the way they treat old customers that help build the brand, how long before they turn their backs on these new customers?
IMO, the real reason why they won't change from their current direction is because that'll be admitting they were wrong. And if they do that they'll soon be pushed out like Chris Bangle was. It's about self preservation.
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