‘The Core of the Brand’

SUVs have dominated the American market for well over a decade, with half of the 20 best-selling vehicles in the US last year being SUVs. While many automakers have abandoned sedans in favor of more profitable crossovers, BMW isn’t ready to give up on the traditional four-door just yet.

In an interview with Australia’s GoAuto, BMW emphasized that sedans remain a vital part of its lineup. Oliver Heilmer, the man leading BMW’s Neue Klasse design language and the former head of Mini design, stated that sedans are still “the core of the brand.”

Heilmer said:

‘A couple of years ago, you might have thought the sedan is something that might disappear. But it’s quite stable, to be honest. Now it’s something where we are setting a statement. We have said BMW is standing for sedans. A small, sporty, elegant, mid-sized sedan is the core of the (BMW) brand.’

BMW still has one of the most comprehensive sedan lineups among luxury automakers. Models like the 3 Series, 4 Series Gran Coupe, 5 Series, and 7 Series remain top contenders in their respective segments—and more sedans are on the way.

After the launch of the iX3 SUV, BMW plans to introduce the electric i3 sedan, followed by a new 3 Series with a traditional internal-combustion engine. The company has also confirmed that new performance variants are in development, along with upcoming updates to the 5 Series and 7 Series in the years ahead.

In the same interview, Oliver Heilmer added that BMW’s design language will soon become “way more subtle.” While the signature kidney grille will remain, its size and shape will vary—suggesting the oversized grilles seen on current 3 and 4 Series models may soon be phased out.

‘Different markets are reacting differently to proportion. We always try out different kinds of shapes. [BMW] is always testing if the customer’s taste is changing.’