Interview with European Car (ec) magazine (1 of 2) (
http://www.europeancarweb.com/features/0312ec_bmwdesign/)
Bill Barranco, Automotive Design Recruiting Specialist, Autovision Inc.
I started drawing cars at age 6, later found out I could get a college degree for it, went to Art Center, and the RCA, designed concept and production car interiors and exteriors, working for Ford, Nissan, Volvo and design manager at IAD in Worthing UK. Recently went to sprint car racing school for the fun of it and loved it. I've never liked BMWs very much. Too conservative for me, and too much about engineering, not enough "soul" or spirit.
The cars I love: The Germans--Modern: Audi (not tomorrow's Audi aesthetic) born from J May's pure formula of the fuselage interrupted with the wheels. It's all about the wheels. The old: BMW Isetta, great solution for urban centers, cheap and cheerful.
The French--Modern: Renault, a new form language, weird/lovable/retro/modern that speaks about alternative culture. Old: Really liked the Argus concept car, back in '94 (designer now changing the world of Citroen).
The Japanese--Modern: Nissan is about to wake up the whole automotive design community with models coming into production now. Too many models to list here. Old: Mazda RX7. Dependable horsepower wrapped in a very European skin.
The Italians--Modern: none. Sorry, they're still getting up off their laurels. Old: Lambo Muira, Ferrari F-40 and, of course, the Fiat 500.
The Americans--Modern: I'm still waiting. Cadillac 16, so let's see one on the road. Chrysler's Magnum looks promising, as did the Lincoln Mk 9 show car. Old: '50s to '60s Chevrolets, especially the best from Harley Earl and Bill Mitchell.
ec: What do you think of the new BMW Z4 and 7 Series?
BB: Z4--the US ad campaign, "land shark" seems an accurate and perfect description. I would love to see this car redefine the roadster definition. However, I have yet to get a grip on that boot lid"
7 Series--what really made the difference for me, was seeing the new 7 Series on the road.
The stance is Teutonic, bold, aggressive, self confident and (dare I say) different, something that is rarely seen in such high-end luxury cars. With Packard, Bugatti and Duesenberg it was the norm. It is as much art as engineering, and by that definition, the 7 Series would be a failure if it didn't challenge the norm. U.S. sales indicate so far that it is not a failure."
ec: Do you see a change in design from what occurred in the previous 7 Series? Do you see an evolution from one of the previous BMW's to the Z4?
BB: To quote Chris: "Evolution is for fish." The heritage of BMW begins with the affordable car for the average German. Shall we go back to that with this brand? The MINI is the closest to the BMW's heritage."
ec: Are BMW's design trends paralleling trends in art? Is there anything that you're currently creating that could be examples of this or contrast with it?
BB: I am a supporter of the direction that BMW (Bangle) has chosen, and I highly admire the bold, daring and even challenging new aesthetic that some call "flame" design. Call it what you will, you see the literal inspirations on the streets of Europe, Asia and America, i.e., sheer steel and glass architectural construction, tattoos and flames on low-end cool clothing, louder, in-your-face advertising, the boom in super-realistic animation, etc. BMW has raised the bar, challenging the norm and sometimes change is uncomfortable."
ec: Anything else you think is significant that will add a new way of looking at BMW design?
BB: It is often said that people look like their dogs. Take Chris, his exuberant personality, his glasses, his shoes, and perhaps this analogy applies to new BMW form language. But seriously, for inspiration on how to "see" new BMWs look at shoes. The foot is relatively a constant set of dimensions and design parameters. Walking is an integral part of the function of mobility, yet some of the best dressed wear very progressive and sometimes painful shoes. In shoes we see subtle or radical design (or none). You can easily spot a design conscious person by looking at their shoes.
Cars are no different than clothes, relative for what we use these products for. Spend a lot, or not. We make choices now with automobiles based on image as much as safety or performance.
My final parting shot: Uneducated critics of car styling say that all cars look alike. Chris Bangle just gave them "something different." So my suggestion to these people now is go buy a BMW.