BMW 3 Series Convertible Wins 2008 Red Dot Award

BMW Group was honored for its ongoing, innovative design achievement: as a highlight of the gala, BMW Group was presented with the title "Design Team of the Year". In 2007, BMW Group and BMW Group DesignworksUSA won a total of eight red dot awards for product design.

The fact that all models of all brands regularly contribute to the success of BMW Group during highly acclaimed design competitions such as the red dot award confirms the strength of BMW Group Design's unusual concept that combines a common design philosophy with brand-specific design strategies. The brand-specific design strategies are based on the philosophy of BMW Group. The claim to premium substance lies at the heart of this philosophy. In all three brands, this claim comes with a guarantee of aesthetic quality. This philosophy demands respect for every individual brand, its idiosyncrasies, specific design characteristics and last, but not least, its history. Accordingly, the core objective of any BMW Group Design team consists of tracking down the individual character of a brand and its model, to establish a perfect and suitable equilibrium between factors that affect the overall design such as dynamism, technology, driving experience, enthusiasm, comfort, panache, elegance and innovative force and find the right expression in its design.

The common characteristics that are encouraged and maintained by BMW Group Design are not obvious at first glance, as every single one of the three brands BMW, MINI and Rolls-Royce has their own, strong identity with clear values and a unique image. Only an intense study of BMW, MINI and Rolls-Royce and even BMW motorcycle design reveals the congruities. The development of models for the three brands under one roof generates powerful and positive synergies. This constellation also provides fertile ground for the brand design, which boosts the strong character of the individual brands.

With its cross-brand design philosophy, BMW Group Design maintains strategies that underline the unifying personality of all three brands while also boosting the powerful, unique personality of BMW, MINI and Rolls-Royce models. On a third level, each of these three brands express new, creative ideas within the cross-brand philosophy, which is the benefit of the extraordinary collective innovative strength of BMW Group. Dr. Klaus Draeger, Head of BMW Group's Development and Purchasing division to which BMW Group Design reports, explains: "When we introduced a new concept, which would unite all our different brand design studios in the culture of BMW Group Design, we clearly made the right decision. Expressing the fact that all our products belong to the family of BMW Group and ensuring the efficient cooperation with all process partners while boosting the unique personality of the individual brand can only be achieved when all team members are working closely together."

Date : 14 Mar 2008 12:04:57 Source: BMW

Date : 14 Mar 2008 12:04:57
Source: BMW