I still remember the first time I saw the new BMW 4 Series. You could easily recognise the already classic BMW coupe shape but smack in the middle of it all: that grille, enormous, upright and dramatic. My first thought was that it‘s not real. Surely this is some kind of pre-production exaggeration or cheeky photoshop that won’t see showrooms. But no, it was very real and BMW was absolutely serious about it.
It takes a lot to surprise car enthusiasts these days because we‘ve seen a lot already. The Fiat Multipla, The SsangYong Rodius, let‘s not even forget how much of a shocker the original Mercedes A-class was. But that grille did it. And not because it was ugly and let’s be honest, it was a bit shocking, but because it felt like a deliberate statement. A middle finger to automotive subtlety and a declaration that BMW was going to do what BMW wanted. But there is a twist: the more people have dug into the engineering behind it, the more that grille has started to make sense. Not just as a design choice, but as a practical and technical solution.
More Than Drama
The grille on the G22 4 Series, and later the G80 M3 and G82 M4, isn’t just some designer’s fever dream after too much Jägerbombs, it serves a purpose. Behind those giant vertical kidneys is a system of active air flaps – essentially shutters, that open and close based on drivetrain demand. When you’re cruising, they’re shut to reduce drag. When you’re hammering it, or the cooling system needs a boost, they open wide to let in more air. This is crucial when you’ve got modern drivetrains, especially a twin-turbo inline-six making over 500 horsepower packed under the bonnet. Sure, it‘s bold and for most, ugly, but the decision is backed by brains.
The Aerodynamics
We often forget that grille openings create turbulence. So, closing them when they’re not needed improves laminar flow, reduces wind resistance, and boosts efficiency. BMW claims this helps lower the coefficient of drag (Cd), which is essential both for performance and for meeting increasingly tight emissions targets. You can thank the EU regulators for part of that nostril size. Another point is packaging. With modern safety standards, especially pedestrian impact requirements in Europe and Asia, carmakers have had to raise hoods and redesign the front structures of their cars. The vertical grille shape allows BMW engineers to fit radiators and crash structures more efficiently while keeping the bonnet profile compliant. Just another example how regulations and boring adult things are keeping a tight strain on car design.
Turbocharged Heat Management
If you’ve ever seen what’s going on behind the front bumper of an M3 or M4, you’ll know it’s a tightly packed jungle of radiators, oil coolers, and intercoolers. These engines, like the S58 straight-six, generate tremendous heat, so the airflow needs are intense. A larger grille helps distribute that airflow more evenly, supplying fresh air to the charge coolers and the transmission oil circuit. There’s also the matter of brakes. High-performance cars today rely on clever ducting to direct air to where it’s needed most. A larger frontal opening makes airflow management more flexible. That’s particularly important on track, where cooling inefficiency can literally cook a set of pads within ten laps.
Market Taste and Global Design
But we shouldn‘t pretend this is just about function. The grille is also a strategic move aimed squarely at one of BMW’s most important markets: China. Chinese luxury buyers, particularly in the mid-size executive segment, like big grilles. It signals power, success, and road presence. BMW isn’t alone in this, as Audi, Lexus, Genesis and others are leaning into exaggerated front-end treatments. The G12 7 Series with the infamous "beaver teeth", the pig-faced i7 and G70 7 series are also direct responses to demand in Asian markets. Sales jumped after these cars were launched. It’s a business move that from a global strategy standpoint, is working successfully.
The Grille Fades Away
When talking about the grille of the G80 M3, the second you start driving, it becomes completely irrelevant. The current M3 and M4 have been praised for being utterly superb. There’s feedback in the steering, real throttle response, and a sense of balance that harks back to the E46, only with far more composure at the limit. The way these cars rotate under trail braking and the way the rear axle hooks up mid-corner is deeply rewarding. And you don’t see the grille from inside the cabin.
A Nod to Heritage
Some BMW fans say the design is a betrayal of the brand's understated roots. But if you look at the pre-war 328, or even the original 507, you’ll notice the kidneys were vertically oriented. They were tall and not very wide, so the new design is, bizarrely, a return to form, just exaggerated for modern engineering and marketing scale. BMW has always evolved its design language. The E65 7 Series was controversial, just like the Z4 and E90 3 series which in base trim looks like it has a sagging belly. But time has a funny way of softening opinions. We see lots of older enthusiasts warming up to the look of early 2000s BMWs.
You don’t have to love the grille. But once you understand why it exists, the engineering, the packaging, the cooling, the market logic, it becomes harder to dismiss it as just a stylistic mistake. If it helps the M3 and M4 deliver the kind of driving experience that justifies the badge, then so be it. I think most of us would rather have a slightly odd-looking front end than a diluted car that doesn’t serve its purpose. Besides, in a world where so many cars look the same, isn’t it nice that one of them dares to stand out? Even if it does look like it’s sniffing for truffles.
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