Max Missoni: “I’m Not Here to Provoke” — BMW New Design Chief to Shape the Brand’s Future

BMW’s new head of design for upper-segment models, Max Missoni, is taking a measured approach to reinventing the brand’s identity. The Austrian designer, who joined the company late last year after leading design at Polestar, says his mission is to “add value, not provoke.”

Missoni now oversees BMW models from the 3 Series upward, as well as Alpina — the boutique performance marque officially brought under BMW’s control in 2022. He’s part of a renewed leadership group assembled by design chief Adrian van Hooydonk.

“BMW has always managed to reinvent itself without losing its core values,” Missoni said. “It takes courage to innovate while staying true to your roots.”

The designer hinted that new Alpina projects are already in development, promising a “holistic relaunch” of the brand. He also emphasized that true luxury lies in storytelling and trust, not excess.

Missoni’s long-term focus is on simplifying design and user experience through intelligent technology. “AI will help bridge the complexity of modern systems with a more intuitive, minimal interface,” he noted.

Before joining BMW, Missoni worked at Volkswagen and led design for Volvo and Polestar, earning recognition for his clean, Scandinavian-inspired approach. Now, he’s applying that philosophy to shape BMW’s next generation of icons beyond 2035.