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December 19, 2007

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BMW Group DesignworksUSA Celebrates 35-Year Anniversary

Los Angeles, CA - BMW Group DesignworksUSA, a global design consultancy and subsidiary of BMW Group, today announced its 35-Year anniversary and the results of BMW Group DesignworksUSA 35-Year Anniversary Innovations Survey.

Verena Kloos

"We are continuously looking at the future of the past as well as the future of the future," said Verena Kloos, BMW Group DesignworksUSA President.

"To commemorate our shared history and prepare for the future, we wanted to look at the evolution of design over the past three and a half decades. Our survey asked our team to share their perspective on the most notable and provocative design trends to offer insight in what trends have influenced design over this time period and where design may be headed to the future."

With its unique history, BMW Group DesignworksUSA has always had a foothold in transportation, automotive design and product design. The truest historical innovation is its culture, which has always transferred collective knowledge and inspiration across all aspects of industrial design.

"From the experience of one individual to the reference for many is always a challenge," says Chris Bangle, Director of BMW Group Design. "Making use of what we learn is in itself a methodology. It is important for inspirations to loosen up the "creative clockwork" in your mind. If you stay too long just sitting in a car design studio, you'll start believing that's all that the world looks like."

The survey, which includes perspectives from 150 BMW Group DesignworksUSA experts from a variety of design disciplines, highlights important automotive and industrial design innovations and revolutionary trends from the last three and a half decades.

Survey Findings: The BMW Group DesignworksUSA 35-Year Anniversary Innovations survey results reflected the inspirational aspect of design and uncovered several compelling findings, including:

* Perception: "Form follows function" is the most critical design principle of the last 35 years. [46 percent of respondents]

* Product: BMW Group DesignworksUSA employees surveyed believe cabin interior to be the most pivotal in aviation design. [65 percent of respondents] "Proportions are the most pivotal part of automotive design." [31 percent of respondents]

* Places: "Europe is the most creative and ground-breaking region for industrial and automotive design." [71 percent respondents]

* Process: "The Post-it note as the most influential design of the last 35 years on their work." [33 percent of respondents]

* Premise: "The 21st century as the most creative and ground-breaking era." [42 percent of respondents]

About The 35 Year Anniversary Innovations Survey The survey includes perspectives from 150 BMW Group DesignworksUSA experts from all design disciplines including design strategy, design research, branding and communications, automotive design, product design, and transportation design, engineering, modeling, color and materials, and more. Additionally, the responses were captured from all areas of the globe with more than 25 different nationalities included. This survey was conducted online by Ketchum Research Group, a third-party research group, on behalf of BMW Group DesignworksUSA.

History of BMW Group DesignworksUSA: Founded in 1972 by internationally renowned designer Charles W. Pelly, Designworks opened in Malibu with only three designers and grew out of Southern California's trail-blazing design trends that took root in a vibrant car culture. BMW Group DesignworksUSA's reputation as change agent flourished in the 1990s, when the design consultancy began working with BMW Group, Nokia, Compaq, Siemens and Adidas. The design consultancy was acquired by the BMW Group in 1995.

In addition to the headquarters in Southern California, BMW Group DesignworksUSA offers global design with a Munich and Singapore design studio. Tapping into the European design culture, the studio in Munich bridges diverse perspectives and advanced topics to create design impulses in a close link with the BMW Group home base. The studio in Singapore captures and translates the vibrant cultures and emerging trends of the Asian region in its design work for both regional and international clients.

"The advantage of globalization is the fact that people can learn from each other," according to Kloos. "If we succeed in expressing this spirit in our design, we will create surprising and globally attractive products in our extensive range from lifestyle to lifesaving."

Verena C. Kloos overseas BMW Group DesignworksUSA's strategic direction and daily operations. In 2007, BMW Group DesignworksUSA was recognized with more than 16 prestigious design awards. As a member of BMW Design, DesignworksUSA was part of the Red Dot Design Team of the Year. Lastly, they reached another milestone in 2007 with the unveiling of their new design studio wing.

Photo: BMW

(December 19, 2007)

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