Oliver Heilmer, Head of Design for BMW’s compact class, Neue Klasse and M models , explains how BMW is merging its classic heritage with future-forward thinking. In this excluisve GearsMe interview, Heilmer describes the Neue Klasse (beginning with the all-new iX3) as “not a blank slate” but a conscious return to BMW’s roots. The design team deliberately “based [the Neue Klasse] on the history of BMW… more specifically, the 60s,” aiming to recapture the clean, driver-focused ethos of that era . That decade also sparked Heilmer’s passion: he vividly remembers riding in an original 3 Series (E21) as a child. Compared to its contemporaries, that E21 felt “elegant, light and modern” – qualities he says the Neue Klasse process “inhales” from BMW’s heritage .
Fahed Abu Salah (GearsMe): The Neue Klasse iX3 has been described as a design revolution for BMW. Did your team really start from a blank sheet, or did BMW’s past guide the new look?
Oliver Heilmer: Not a blank sheet at all – we consciously built on BMW’s DNA. As I said, “we didn’t start with a blank paper… the start was based on the history of BMW… more specifically, the 60s” . We wanted to rediscover the era (1960s–80s) that gave us the clean, reduced, driver-focused designs BMW is famous for. In fact, our work involved “time-travelling back to that feeling” – I had my own moment at eight years old with an original E21 3 Series – “elegant, light and modern,” and that’s the feeling we wanted to inject into the new cars . The result is a Neue Klasse design language that echoes those classics in proportion and surface treatment, even as it feels completely modern.
Some BMW models of recent years have sported very large grilles and aggressive styling. Was it challenging to pivot to a more subtle Neue Klasse aesthetic?
Not really a pivot, more a strategic choice. BMW’s past bold designs were expressions of their time, and they resonated with customers. I wouldn’t say we “went too far” – those huge grilles on cars like the M3 were a “representation of the trend of that particular period” , and buyers actually appreciated the differentiation. For the Neue Klasse core models, however, we deliberately moved away from “too much in your face” styling . We’ve focused on strong horizontal lines and slim kidneys to give a subtler, confident face. That said, our language isn’t one-size-fits-all: as I noted, if a future BMW needs a bigger presence, “we’re gonna need a bigger representation of the kidney, then we will do it” . In other words, performance SUVs or very powerful cars might well wear larger grilles – the key is character-based design. But at the heart of Neue Klasse, it’s all about restraint and clarity.
Your work spans many models, from compacts to the M performance line. How important is teamwork and collaboration in BMW’s design process?
It’s fundamental. Design here is never a solo effort – it thrives on team dialogue. I always say inspiration comes from many sources (architecture, art, music, etc.), but “one important thing is the dialogue with team members…it’s the strongest when you experience it in the team” . We constantly share ideas and perspectives internally. In fact, the ethos of collaboration runs through BMW’s DNA – even our Designworks division highlights that “continuous sharing of knowledge and experiences, along with a constant fostering of a shared design culture” is the foundation of innovation . This collaborative mindset extends beyond automotive, too: cross-industry projects teach us new approaches. By exchanging insights – say, applying aerospace or tech concepts – we create more compelling solutions . Practically, that means I inspire the team and ask questions, but everyone contributes. Design is a team sport at BMW.
Beyond form and materials, how does technology play into BMW design? For example, are AI tools or new digital features influencing your work?
Technology is increasingly intertwined with design, but it still serves the human experience. We’re mindful that modern vehicles are high-tech, so design has to accommodate connectivity and digital functions gracefully. For instance, in the new MINI (which I used to head), we used digital “Easter eggs” in the interface – even turning the navigation arrow into a little MINI icon or spinning record. We introduced a virtual companion “Spike” in the display, a playful element made possible by software . Those ideas came from creative team discussions and reflect a bit of digital whimsy. But ultimately, BMW design always anchors to the driver. On the Neue Klasse iX3, we envisioned an entirely new interior layout with a seamless panoramic display angled towards the driver. The goal is multimodal interaction – voice, gesture, touch – that feels natural . We haven’t jumped on every tech trend blindly. The big mistake is being too reactive. Instead, we outlined scenarios during the COVID crisis and stuck to our long-term strategy . The tech helps us build better cars (like split-second computing for dynamics), but the priority is to enhance the driving experience. In short, AI and digital tools are tools – they enable possibilities like our new cabin UX – but they don’t replace the hand sketches and full-scale models where a designer’s eye and the driver’s feel come first.
Our GearsMe readers, especially in the Middle East, love BMW’s SUVs and M cars. How do these models fit into the Neue Klasse vision? For example, the X5 has been a best-seller here.
BMW’s strategy is global and flexible. We design core models (like the Neue Klasse) for a subtle, classic elegance, but we’re absolutely mindful of regional tastes. The Middle East has a strong appetite for luxury SUVs and performance – and BMW will meet that. As I mentioned, if a vehicle needs greater presence (such as a full-size X or an X6/X7), “we’re gonna need a bigger representation of the kidney” to suit the market. But even then, it’s still unmistakably BMW. In fact, my remit currently covers up through the X3 (and soon we’ll have the Neue Klasse X), so the design DNA cascades to all SUVs. For now, models like the X5 and X7 carry a more assertive stance by design. The key is consistency: whether it’s a compact 1 Series or a large X, the surfaces, proportions, and “Freude am Fahren” feeling should align. On the M side, performance is universal – which leads to your next question.
Speaking of M, as the new M design chief, how does Neue Klasse affect BMW M cars? You just revealed the M2 CS – what design principles did it showcase?
In our design, M and performance are always rooted in function. As I said, “M design remains performance focused” – every choice improves how the car drives. The M2 CS was a perfect example. It “gave us a great chance… to create something really special” – we aimed for the “purest driving experience” by adding downforce, cutting weight, and lowering the car’s stance . The CS’s aggressive new bumper and carbon components are “so thin [we] had to reinforce” them, but it was worth it for the performance gains . In just two words, I’d describe an M CS model as “bold and pure.” That sums it up: extreme performance, stripped to the essence, with design details (ducktail rear, aggressive aero) that shout “M,” even as we fold in the Neue Klasse language of precision and proportion.
In our discussion, Heilmer reinforced that BMW’s design ethos is about evolution, not revolution. As BMW reviewers have noted, the new iX3 is “a confident return to the elegant, driver-focused principles” that built the brand, paired with “forward-thinking, flexible” strategy . Heilmer stresses that all new BMWs should still feel familiar – it’s “not just form language or materials, it’s the overall experience: how it drives, the sound when you’re closing the door, how the steering wheel feels. That all needs to come together as a BMW.” With its disciplined, collaborative approach, BMW aims to blend its legacy and innovation so that each future model feels unmistakably BMW – carrying the Freude am Fahren spirit into the next chapter of design.
GearsMe observation from the interview with Oliver Heilmer
In our conversation, Heilmer emphasizes that modern BMWs must honor their legacy even as they innovate. He argues that BMW’s new front-end architecture – with narrower grilles and a bold horizontal emphasis – reflects a “return to form” . The goal is a look that is “monolithic, clean…and calm, but still highly emotional” . In practice, this means combining classic cues (like the four-eyed headlights) with a fresh simplicity. As Heilmer puts it, BMW is “getting back to its roots, to confidently drive into tomorrow” .
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