Our designers’ enthusiasm has only one aim: to create passion.

A clear design process enables designers’ creativity to be pooled, leading to drafts that are packed with emotion. The design of a BMW automobile is the product of an internal ideas competition that is the only one of its kind throughout the world. Driven by inspiration and passion, designers compete for the chance to see their draft develop into a series-production model. The close relationship between human beings and product characterises the entire design process and results in a veritable festival for the senses.

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Awaken enthusiasm – from passion.

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The sketch is the most emotional form of an idea. This is why the designers first work out their ideas exclusively with a pen and paper. The concern here is not feasibility. Instead, the sketch is intended to bring life to the character of the model, which then remains the guiding image throughout the design process.

A completely free hand

Intricate work at the drawing board.


The emotional character of the sketch does not reflect the technical package. Tape drawings combine emotional vision and technical reality for the first time.
Using flexible adhesive tapes, the designers transfer their draft sketch to so-called package plans, a type of road map of the subsequent vehicle with all the technical details on a 1:1 scale. From the finished tape drawing, it is already possible to distinguish the silhouette and character lines of the personality that will later emerge.

Lines in black and white

Defining character lines.


Based on emotional sketches and the character lines of the tape drawings, trained BMW modelling experts work together with a designer to produce a full-scale model made of clay, a special industrial plasticine.
The vision that previously only existed on paper is now taking form. In handcraft with great care and attention to detail, designers and modellers refine their model until it reaches perfection. This work on the model is indispensable. Only with full-scale clay models is it possible to assess the proportions, surfaces and details.

Sculptural form

Hand-crafted perfection.


Hand-crafted and virtual modelling of form go hand in hand at BMW Design. It’s about quality and speed. A virtual model can be altered quickly. The precision of the surfaces can only be guaranteed on the clay model.
In the virtual space, the sculpture created by hand is digitalised and prepared for subsequent series production. This is where design engineers ensure an optimum level of interplay between emotional form and integrated function.


Sporty or elegant, modern or classical? Outside and inside, colours and materials have a decisive influence on the overall impression and character of a vehicle.
In addition to this, the different colour and material options give all BMW customers the opportunity to customise their vehicle to fully match their own preferences.

Colour and material design

Pure customisation.