The new BMW 1 Series. Designer Interview. 2012 F20

[y0utubeuser0]

Once upon a bratwurst, BMW used to make simple, lean and mean driving machines. They were cars designed by real men who meant serious business. They never broadcast their work. They didn't flaunt their factory. They buried themselves in the labs and then emerged with brilliantly understated and conservative designs. Their designs were gradual evolutions, not radical re-dressings aimed to empty the bank accounts of trashy jock/guido Americans before they get won over by even uglier rice mobiles.

[y0utubeuser0]

Terrifyingly disappointing. Effete. Detached. Elitist. Idiotic. I'm talking as much about the 1-series as I am about the lame hosts and even BMW's lead designer.

[utkua]

i think this design have much more bmw spirit, much more elegant compared to the older one, it is one of those cars do not look good on the screen or paper, but much better when you see it on the street.

[GolfEchoSierra]

Please don't use people like these two cocks in BMW marketing ever again.

[EddyofHCS]

Warum immer noch der Antennenbürzel auf dem Dach? Das lässt sich auch anders lösen.

[yasinnalli]

i own a e87, omg this car sucks! :/

[valensi1988]

Actually, this looks really good when seen on the street.

When the 3 door coupè will come out you will think back and I bet you all will like it.

And remember that the same thing happened when the first 1 Series came out, so I'm not surprised at all.

[SketchmechaniC]

@valensi1988 Yeah, my thought exactly. When you actually see it live, it looks really good!

[danishgurl333]

Weird things I noticed in this video:

A guy smelling (?) the concept design sketch 1:32

An sexy arrogant jerk 1:37 and 2:12 (hand motion and interruption telling he is not truly interested in what the VP was saying)

A space shuttle launching 2:52

A new word "squircle" 2:07

[ceckert23]

@danishgurl333 Ha! The space shuttle is actually a light house moving up in the frame because of the camera movement. But it took me a few times to realize it.

[danishgurl333]

@ceckert23 haha thank you. I realized this too after i posted the comment, but decided to leave it as it was just for kicks. thanks!

[gage9600]

@danishgurl333 jaaaja i see the same thing but is not a normal space shuttle and is GREEN!!!! something really extrange

[alcaponies]

it looks like a kia/hyundai 10 years ago. UGLY!

[Micbo2k10]

wouldn't the keyboard at the end be a touch sensitive panel? I mean, cmon, its bmw...

[Hekye]

Sorry to say this, but Adrian Van Hooydonk lacks aesthetic sense.

The new 1 series is aesthetically hideous. It's just too ugly.

Sorry....

[kabo123]

i think it looks really good and bigger than the audi a1

but i would choose the audi cause im a fanboy :D

[guy990]

I LOVE THE E93's design. This is very ugly, would prefer you go back to your roots, like Audi did with the new quattro

[llarose]

Nice, the 1 series is a great traditional BMW!

[Guitarnoob99]

no wonder why the car is so expencive.....BMW should cut on man power A LOT ! i can say if the car becomes cheaper like as expencive as golf, than it would have more sales ! the only thing i hate about BMW is the insane price ! why can VW golf cost 14 900 euro (cheapest) and BMW 1; 25 500 euro !!! ... that is a huge diferance !!! i love BMW but man you guys are greedy bastards....sereously your grabing my balls >_< ...... do some improvments in price and you have the perfect product.

[MGSROCKS1]

@Guitarnoob99 Lol are you seriously comparing a BMW to a VW golf cost. It's not expensive because they are greedy

[Guitarnoob99]

@MGSROCKS1

Whel i dont want to argue about it sice i love BMW brand but realy its expencive and one thing what affects price is brand name :] . Cuz im just wondering why the price differs so much. I compared it to golf because its in the same class as BMW 1 , Ford fokus alfa romeo 147 and so on .... maybe its because its RWD it costs much more to make that system....i dont know but in any case its to expencive 10 000 euro diferance ! 1000 or 2000 euro diferance is ok, but not 10 k o_O

[gooner0121]

Dream job!

[maikeru01]

wtf? 

[qfeternal]

@ihsg16

*300 designers

[iHsg16]

@qfeternal makes a lot more sense

[kingstewierblx]

that new 1 seris is pos gotta stay with de

128-135i guys!

[iHsg16]

8000 engineers, 3000 designers... home of the "squircle" :)

[enesoft]

worst designer ever, go home and stop designing cars

[NineSixtyFour]

Oh god, that's just painful to look at...

[BrabusTKR]

@NineSixtyFour I agree

[gracer99]

Feels like the designers are having too much fun. Either they don't have the same self-imposed restraints, or they are just let too loose by an acquiescant/naive managment. Back in the pre-2000 even pre-90's era of guys like clause luthe and bruno sacco, the design work felt like it was more painstaking and tedious because it was always subordinated to the engineering and the BRAND. Less fun/exciting but a higher quality and more substantial end product.

[unknownunknowns]

@gracer99 Speaking of Bruno Sacco, he said that he detests BMW designs and I think I can see why. BMW designs seems to look 'rushed' compared to Mercedes, especially during his 'horizontal and vertical affinity' era, which tend to have more 'precise' lines. I guess BMW would rather devote a higher proportion of its R&D on making its engines more powerful in a smaller displacement than Mercedes.

[gracer99]

@unknownunknowns if you are suggesting that differences in design quality from one top luxury brand to another are largely due to different priorities among the companies than i think you are dead wrong. all of these top teir luxury brands have a more or less equal incentive to create good designs because good designs attract their customers more or less equally. Also, there is relatively little influence of finance on design quality for any major auto maker. It comes down to vision/leadership

[unknownunknowns]

@gracer99 Probably, but the thing is they are priced in the same territory (S-class vs 7-series, E vs 5, etc.) and have roughly equal acceleration, yet so POLARIZING in every comparison. I mean MB seems to be interested in comfortable cruising and BMW in driving dynamics. MB wants lower RPM and BMW higher RPM (maybe not too much). MB tends to have a smoother ride. So, this more or less gives me an understanding of their funding priorities.

[PrussianElite]

Fredddddieee!? What the fuck? I want to see German automobile excellence being tested, and not some fu/king male beauty contest!

So gay.

[xXDRIXZXx]

Is there some weird alien type flying squid at 2:50 in the bacjground you can see it only for like a good two seconds but it looks like its flying

[TheVodka2012]

BMW has become commodity and is like toyota corolla ! I dont care how good it looks or fast it drives, if i see a Fugly looking somalia refugee or dirty mexican driving it, it just makes me feel cheap and shit ! BMW 1Series was the tipping point for BMW to start commoditising !

[alex4011]

@TheVodka2012 commoditising? lol wtf

[maximanium]

The rear and sides look better in real life because of some nice sculpturing. However the front is so ugly and makes me want to cover my eyes. BMW should just swallow their pride and admit the front is a total disaster.

[helixworld]

Whatever process they used, the result is FAIL.

[mynameisthepass]

Some of those sketches had really good looking rear lights, and they went with the one that looked like a Kia and had a front end that resembles an angry derp pig. Ugh.

[TheSwordedge]

What gay interviewers

[careymilicich]

Do people really fall for this contrived pretentious drivel?

Come on BMW please consider that your customers are more intelligent than what the marketing team think of us.

The article also underscores the fact that the car looks like it was designed by committee rather than by passion.

[gracer99]

@careymilicich Yes! I agree!

[cmanclan101]

How about talking about something other than asthetic crap that people dont care about... Also, why would you push your car on such a small demographic (urban living young people that are active)? Most people are not fitting into that description, but that doesnt mean i dont like compact luxury performance sedans

[veloceGT]

Sometimes I get the impression that designers purposely screw up a design just so they can fix it easily when it comes time for the facelift.

[Summegecko]

Der neue 1er ist einfach nur schön wie alles von BMW. 

[88pie88]

BMW. leave the car designs for men, and artist. Leave the gay diseingers to clothing and furniture

[bambuskola]

This one series looks so dull. Worst than the old one. Back lamps looks like Polos ones. I hope coupe will look way better ''sportier'' ....

[poooooow]

Uguguguglyyy

I love bmw, i even like the 1series, but the new one...what the hell?! Yeah right - it really looks like a lot of designers cooked a not tasty soup!

The black grill looks like a retarded mouth of a tamagotchi. big eyes, small mouth (grill), big head and short behind.

[torerobohoyo]

es muy feo

[Matik1717]

The headlamps are the ugliest thing in this car and the boos likes it most haha. Crazy people...

[horila1]

@Matik1717 I agree

[geckoisgiko]

why do new cars have to be hideous? i love bmw but god damn what have you done!

[MParseface38]

so that's what you can do with industrial design...

[TheEryk03]

Fugly like BMW

[dodi244]

that happend if you building a research center in america and not in germany.

ugly. sry :(

[Master211287]

it' like a wv polo lol

[QuadroHex]

BMW make something sharper this ! And get rid of the hatchback, I think the real BMW is the Coupe and the Sedan !

[hosupd]

@QuadroHex I'm going to assume you're from the US, the BMW hatchback (1 series) is incredibly popular in Europe.

[hyl1fe]

I think this one looks nicer, than the old one,

and thats the reason, why i would buy it!

[MuraDTurkmen]

I think it's beautiful. but I can never buy.

[gbdan2007]

Fire this designer he lost a customer, BMW evangelist because of this ugly 1 series design and the new 2012 BMW 3 series

[malcolmhorrific]

i have yet to see it for real.. i heard it's much better looking than it seems in photos

[ItalianStyleable]

@TornTech Yes without the mustache =)))

[DoppelFaulenzer]

I'm sorry - ihr macht so gute und perfekte Videos. Aber muß der Senior Vice President BMW Group sich so schäbig aussehend der Netztwelt präsentieren?

[0cBROOKLYNc0]

this fag says "white is like clean" wtf so if i am dark that like im dirty?

[Nindoug]

@0cBROOKLYNc0 lol you don't know color theory do you , white stands for pure cause it has all the colors in the spectrum, and those colors reflects off of white. any way black is more used for a sporty look, and i like black on anything better. don't jump into conclusion friend, he didn't mean it that way he was saying it in a designers perspective.

[0cBROOKLYNc0]

@Nindoug ohh yea thanks 

[eyn458]

@0cBROOKLYNc0 take it easy mang

[brendan007]

80,000 people, and they all got it wrong!!

[hyl1fe]

@brendan007 8.000 you faggot!

[heineman11]

~ Awesome ~ !!!

[bkm1231]

Id rather listen to the designer than those 2 posh fags

[Bumblebee7113]

the new generation of bimmers are not living up to expectations...the 5 series still looks cool, and the 7 is similar looking...the 3 is very ugly in my opinion...this 1 is not much better...of course, thats just me...i don't know what you guys think

[XmojotronX]

are they gay?

[susanloveshuskies]

I think it looks a lot like other crossover looking cars. :/ However, there is nothing like a BMW so its superior in my book to many other bubble looking crossover things. I'm a 5 series girl.

[CrAzYDr1veR]

maybe the coupe will look good...

[a2thenthony]

I'm sorry.. its pretty ugly :( I still love you BMW <3

[Foerdy]

@a2thenthony the 2-series will get a lot more beautiful ;)

[jotz777]

@a2thenthony your anoying



[a2thenthony]

@jotz777 :) thanks!

[a2thenthony]

@jotz777 you're** annoying** Nice spelling.

[spencer19811]

2nd

[cotax]

Very nice Polo :)