BMW design boss addresses 'backlash' over 7 Series' massive grille

The strongest complaints are from Europe, which is not among the model's top markets.

BMW design chief Adrian van Hooydonk has gone on the defense over the refreshed 7 Series' controversial grille.

The company proudly pointed to the massive grille as a selling point, enlarging the kidneys by no less than 40 percent compared to the previous model year.

Speaking to Australia's Motoring, Van Hooydonk claims the company was not surprised by the 'backlash' over the new grille. Designers apparently decided to go big to help distinguish the current model from the previous generation and the 5 Series, addressing criticism that the design changes did not go far enough.

"When we launched the [7 Series] it was quite smaller. The feedback we got on that was that people couldn't see enough difference to the predecessor," he explained. "On the 7, I understand that people can be shocked. I notice the criticism. I think in a way it's inevitable. My objective is to do something that everybody likes but it's not always possible."

The executive also pointed out that the loudest critics are in Europe, which is not among the 7 Series' top markets. Customer tastes are "very, very different" in China and the US.

In any case, sales are up following the refresh and Van Hooydonk believes the next-generation 7 Series will be less controversial as customer tastes converge in the coming years.