Former Polestar design boss Maximilian Missoni has joined BMW to lead design for Alpina as it begins life under full BMW ownership. This move comes as part of a wider shake-up of design teams at the BMW Group, which also includes BMW design chief Domagoj Dukec taking over at Rolls-Royce and Anders Warming becoming head of the Group’s global Designworks operation.
Missoni, who was Polestar’s design chief since its formation in 2018, announced his departure from the Swedish brand last month. He will now oversee the design of upper mid-size and luxury-class BMW models, as well as Alpina.
This news highlights the importance of design in the automotive industry and the significance of experienced design leaders. Design plays a crucial role in shaping the identity and appeal of a brand, and having talented designers is essential to create visually stunning and innovative vehicles.
According to a study conducted by McKinsey & Company, design-driven companies consistently outperform their competitors in terms of revenue growth and shareholder returns. This is because design-focused organizations are able to create products that resonate with customers on an emotional level and differentiate themselves in a crowded market.
Missoni’s move from Polestar to BMW also reflects the increasing shift towards electric vehicles (EVs) in the automotive industry. Polestar is a pure-EV brand, and BMW has been expanding its electric lineup with models like the i3 and iX. By hiring a former EV design chief, BMW is signaling its commitment to the future of electric mobility.
Furthermore, Missoni’s appointment at Alpina indicates the growing importance of high-performance luxury vehicles. Alpina is known for producing high-performance versions of BMW models, and having a skilled designer at the helm will ensure that Alpina continues to deliver visually striking and exhilarating vehicles.
In conclusion, Maximilian Missoni’s move from Polestar to BMW is a significant development in the automotive industry. It highlights the importance of design in shaping the identity of a brand and creating innovative vehicles. It also reflects the industry’s shift towards electric mobility and the growing demand for high-performance luxury vehicles. With Missoni’s expertise, BMW and Alpina are well-positioned to continue producing exceptional vehicles that captivate customers and drive success in the market.