Chris as Scapegoat

Main Entry: ban·gle 
Pronunciation: 'ba[ng]-g&l
Function: noun
Etymology: Hindi banglI
1 : a stiff usually ornamental bracelet or anklet slipped or clasped on
2 : an ornamental disk that hangs loosely (as on a bracelet)
3 : an ornate usage of overly progressive styling and inappropriate fixtures to adorn both the front and back ends of otherwise unsuspecting BMW vehicle designs with the aim of remaining "ultimate" while increasing shareholder value

Talk of BMW design chief Chris Bangle has waned somewhat since the introduction of the redesigned 3 series, so I thought I would check in with the "Stop Chris Bangle" online petition to see what the latest was. As of today, the count is nearly 13,000 strong of people all writing in to say they were disgusted by the new BMW designs (though I counted several entries from "Tiger Woods" commenting on Mr. Bangle's sexual orientation so I can't be certain if that number is accurate).

Certainly the firestorm that started back in 2003 with the redesign of the 5 Series has abated over time. Maybe people are finally getting used to the "Futurism" designs or maybe they have actually gotten some seat time in the new cars to see that they are, in fact, positive steps in the evolutionary ladder (even if the styling is a remarkable departure from the norm).

Frustration with electronic gadgetry like the original iDrive system coincided directly with Bangle's new designs, which certainly didn't do him any favors at the local BMW owners club. And when you consider both that he technically didn't design the 5, Z, 6 or 7 Series cars himself and that he was under direct pressure from the Quandt family to make the designs "edgier," it does seem like he has taken more than his share of culpability.

Maybe it wasn't Mr. Bangle at all, but rather the family that didn't get the memo from famed architect Ludwig Mies van der Rohe that suggests, "it is better to be good, than to be interesting (original)."

The tension and anticipation was so great with the impending introduction of the 3 Series redesign, that someone just couldn't take it and leaked photos to the press. Apparently someone got nervous and made sure that Panke, Banlge and everyone else involved toned it down for their best seller, which some have even described as overly neutral.

Man this is a tough bunch.

So, if Mercedes-Benz and Audi sent Chris Bangle to BMW as a Saboteur like the petitioners imply, then the strategy backfired. BMW sales are currently up over 11% on the year across the range, which is even higher than the company's enthusiastic projections.

Love it or hate it, the Bangle name will forever more be synonymous with an aggressive corner in BMW history. Please just don't confuse "Bangle" with it close etymological cousin.

Main Entry: bun·gle 
Pronunciation: 'b&[ng]-g&l
Function: verb Inflected Form(s): bun·gled; bun·gling  /-g(&-)li[ng]/
Etymology: perhaps of Scandinavian origin; akin to Icelandic banga
to hammer intransitive senses : to act or work clumsily and awkwardly transitive senses : MISHANDLE, BOTCH

Comments

[Michael Schmidt]

An interesting new publication is Enduring Passion by Leslie Butterfield. The story of the Mercedes Benz brand. Everthing about the company´s history and how the three-pointed star became a myth. I enjoyed reading it...