The Origin of BMW's Controversial Kidney Grille: A Concept Car's Influence

BMW's second-generation 4 Series introduced an oversized kidney grille that sparked mixed reactions upon its release. Deviating from traditional designs, the grille didn't resonate with all enthusiasts. Despite some backlash, BMW stood by the design, citing favorable feedback from various sources.

The dissatisfaction of some critics can be traced back to the 3.0 CSL Hommage R, a concept car that debuted ten years ago. This wide-bodied coupe captured the attention of Ian Robertson, a board member from BMW's Sales and Marketing department. According to BMW Blog, insights from Steven Saxty's book, BMW By Design, reveal that Robertson was particularly impressed with the Hommage's grille.

Driven by his appreciation, Robertson championed the incorporation of the grille into a production model. He believed that as grilles were becoming progressively larger, the Hommage's design offered a superior aesthetic direction. This change was also seen as a strategic move to clearly differentiate the 3 Series sedan from the 4 Series and other coupe models.

Robertson argued that adapting the grille for the 4 Series, including the M4 variant, was a logical decision. He pointed to the robust sales figures as evidence that the redesign was well-received in the market.

"I believe it was the right decision," Robertson affirmed, highlighting the strong performance of the 4 Series as validation of the design choice.