All Lit Up
Illuminated grilles aren’t exactly new. For those old enough to remember, the 1965 Chrysler 300L had something called the center-grille running light. It would take a while before we would see a lit-up grille bearing the now-defunct automaker Mercury, first on the Sable and later on the Villager minivan.
Fast forward to the 2010s, and Mercedes-Benz began offering illuminated grille badges, eventually evolving into what we see today. BMW then took it to the next level by illuminating the entire grille, and it’s now what’s called the Iconic Glow grille. The X6 got it first, and was quickly followed by the X5, 7 Series, 5 Series, and even the X3, to name a few. It’s even an option on the 1 Series these days.
BMW
Neue Klasse, New Grilles
After a dramatic design detour in the early 2020s, BMW changed course with the Neue Klasse. It’s smoother and cleaner, with fewer jagged lines, as first seen in the concept models and, eventually, in the iX3 and, most recently, in the i3. The new look also brings new grilles, so expect the same look in the fuel-fed 3 Series and other future BMW models.
At the same time, BMW is doubling down on the Iconic Glow grilles. It’s already been established in the pre-Neue Klasse models, and BMW is keen to lead in light-led design. To do that, it’s ditching chrome trim or, at the very least, reducing it significantly.
BMW
Why BMW is Doing it
Speaking to CarExpert, BMW’s Neue Klasse interior lead designer Sebastian Kroes said light play is the way to go in future design. “With the new Neue Klasse platform, we want to express its digitality and electricity through the light experience. It also enables us to offer certain experiences that we were not able to offer using just chrome. Chrome doesn’t work at night. Light does.”
With that, BMW wants its cars to be recognizable even when the sun goes down. Daytime running lights on the headlights aren’t enough for the brand anymore, as it seems. Kroes adds that the company seeks to break traditional notions of luxury vehicles by taking the bold step. Of course, there is a limit to how far the brand can push the boundaries, and it will be up to consumers to decide whether the company made the right move with their wallets.
BMW
