When Max Missoni quietly joined BMW at the end of 2024, it may not have seemed like a seismic event. But for those who follow automotive design closely, the move marked one of the most momentous changes in Munich’s creative direction in years. The former Polestar design boss, who helped shape one of the decade’s most celebrated minimalist EV aesthetics, is now tasked with defining the future of BMW’s full-size models and leading ALPINA into the electric age.
In a recent interview with Autocar UKMissoni noted that he is “not here to provoke.” The line may sound understated, but it represents a calm yet powerful statement. After years of polarizing debates over BMW’s design direction, his appointment could mark the beginning of a calmer, more confident approach – one based on precision and proportion rather than visual shock value.
From Austria to Munich
Maximilian Missoni was born into a family of architects in Austria and was surrounded by design thinking from an early age. He studied at the University of Art and Design in Linz before obtaining his master’s degree in vehicle design at the Royal College of Art in London, where he was sponsored by Volkswagen. His professional career began at VW, where he contributed to progressive concepts such as the Concept R and the ultra-efficient XL1, two cars that demonstrated his interest in making form serve its purpose.
After more than a decade in Wolfsburg, Missoni joined Volvo in 2012 and became part of the team that redesigned the brand’s identity around a clean, high-quality Scandinavian aesthetic. In 2018, he moved to Polestar, where as Head of Design he helped establish one of the industry’s most coherent new visual languages - understated, geometric and emotionally intelligent. Under his leadership, Polestar developed from a startup offshoot into a legitimate design company.
In an interview with us in May, Missoni mentioned that Adrian van Hooydonk had approached him years ago, not with the intention of poaching him, but rather to find out about design.
Now Missoni reports directly to Adrian van Hooydonk, the group’s senior vice president of design. His remit includes all upper midsize and luxury classes – models above the 3 Series – and, perhaps most fascinatingly, the creative direction of ALPINA. He joins a reorganized design structure that also includes Oliver Heilmer, responsible for smaller BMWs and the M division, allowing each designer to develop their own voice while maintaining a cohesive overall identity.
“I’m not here to provoke”
Speaking to Autocar UK, Missoni made it clear that his vision for BMW design is not about confrontation. “I’m not here to provoke,” he said, instead emphasizing a design language that conveys confidence through clarity. In his opinion, the next chapter of BMW development should promote calm and coherence, letting the quality of proportions and honesty of materials speak for themselves.
This way of thinking naturally fits with BMW’s upcoming generation of New Class electric vehicles, a series that will redefine the brand both technologically and visually. Missoni described the Neue Klasse as a “moment of rebirth” – an opportunity to return to the essential values that once made BMW design timeless. He even suggested that some upcoming models could become “future classics,” reflecting the same sense of purpose that characterized icons like the E30 3 Series and the 2002 original.
The rebirth of ALPINA
In addition to his responsibilities at BMW, Missoni is taking on the delicate task of reinventing ALPINA, the traditional brand that BMW officially took over in 2022. For decades, ALPINA has occupied a unique niche – building sophisticated, high-performance versions of BMW models that are characterized by smooth power delivery, elaborate craftsmanship and understated style.
Until 2025, ALPINA will continue to operate independently from the Buchloe location within the framework of existing agreements with BMW. From 2026, the brand will be fully integrated into the BMW Group, a change that brings both opportunities and risks. BMW design boss Adrian van Hooydonk has assured fans that ALPINA will retain its individuality, describing its future as “luxury in a very sophisticated way” rather than a mere extension of BMW or BMW M.
“We always hope to do something special with design,” said the old Autocar. “Design doesn’t compensate for the lack of something else. It should always be excellent. We’ll soon be giving the ALPINA brand a nice, holistic launch where everything will be explained. You just have to wait a little longer.”
This statement underlines the repositioning of the brand. The ALPINA of tomorrow may no longer rely on bespoke engines or transmission tuning to define its identity. Instead, design and experience will become its new trademarks. Missoni will be responsible for translating ALPINA’s mechanical soul into visual and tactile language – the way a surface captures light, the way materials meet at a seam, the way a car feels stable even at rest.
Missoni’s challenge is to ensure that design has the same meaning once delivered by the hardware.
The iX7 ALPINA 100 – the first supposedly electric ALPINA
One of the first tests of this philosophy could be the iX7 ALPINA 100, reportedly the brand’s first fully electric model. As we report, the vehicle will be based on the next-generation X7 architecture, produce more than 800 hp and aim for a range of around 800 kilometers (approx. 500 miles) on the WLTP cycle. It is expected to become the BMW Group’s most expensive product alongside Rolls-Royce.
For the ALPINA brand, this car represents a milestone – not only the first step towards electrification, but also a chance to redefine what quiet performance means. The model will rely on design and atmosphere, not the sound of the engine, to communicate its presence. In many ways, it embodies Missoni’s approach: understated power, deep craftsmanship and a sense of emotional calm around new technology.
Missoni’s arrival comes at a time when BMW’s visual identity is under intense public scrutiny. Enthusiasts are demanding a return to cleaner shapes and purer proportions, while new generations of buyers expect innovation and digital intelligence. The new design leadership structure – van Hooydonk at the top, Heilmer for the core and M cars, Missoni for luxury and ALPINA – gives BMW the flexibility to balance both.
[Source: Autocar UK]
