A Note from Chris Bangle, Director, BMW Group Design
BMW Group Design and DesignworksUSA have a unique relationship based on a shared passion for design. However, I can imagine someone visiting this website would ask the question “why did a German car company like BMW purchase Designworks in the first place?” Perhaps from my position as both colleague and client I can offer an insight into the intentions and partnerships we have with DesignworksUSA.
To begin with, it is important to know that BMW Group is interested in many things for diverse clients all over the world: Regarding BMW cars and motorcycles of course, but also within the MINI and now Rolls Royce brands which also belong to the Group; all these product lines require a creative, timely, fascinating pool of alternatives from which the final designs will be chosen. In addition, BMW and MINI brands carry a growing selection of Lifestyle Accessories for their clients, and all these too must be designed and integrated into the philosophy and strategy of the marques. Our main staff here in Munich has nearly 300 designers, modelers, engineers, ergonomicists, and material specialists working in a competitive, well tempered process to achieve that special “BMW Quality”. As our “external design house” in California (and Munich), DesignworksUSA participates in almost all of these competitions, and have amassed an impressive record of “wins” for some great design concepts.
We wanted more than just a strong “design supplier” or a “permanent in-house partner” when we acquired DesignworksUSA. We wanted to enhance our knowledge about the world of our customers. It is important that BMW Group Design look beyond the motorcycles and cars to understand the forces shaping the lives and desires of our clients, and there is no better way to experience this dynamic than by being a part of it. With DesignworksUSA wide range of award winning design talents we help to create the phones, computers, airplanes, trains, snowboards, office chairs, medical interfaces and all that “other stuff” that play a role in the cultural trends and contexts that our cars and motorcycles coexist in.
In addition, DesignworksUSA adds its own culture and flair to the world of BMW Group Design, something that their founder, Chuck Pelly nurtured for over 25 years. I know that when I send my designers and modelers from Munich to DesignworksUSA, they return more experienced about the broader issues of design; inspired and infected with that special DesignworksUSA passion for emotional, excellent design that I learned from Chuck when he was my teacher back in college.
To make sure that DesignworksUSA functions fairly outside the “BMW world” they operate as a profit center, and as such must continually sharpen their design and business practices to remain competitive. Because we require DesignworksUSA to apply themselves to as many diverse customer experiences as possible, their approach of using “cross-over” skills to solve clients problems ensures that everyone benefits from their talents and BMW’s own Design Quality philosophy.
I truly believe that the combination of DesignworksUSA within BMW Group Design is unique in the world; although some name brand car studios may dabble in industrial design, none have the depth of experience and the broad set of skills that DesignworksUSA brings to the table…plus of course that special touch of BMW Design Quality that we all work to achieve.
Thank you for considering DesignworksUSA. As a “client” I wholeheartedly recommend them!
--Chris Bangle
