BMW took the wraps off of its refreshed X7 a couple of days ago. While there isn’t anything radically new about the design and is your typical nip and tuck facelift, there is now a key element worth talking about - the split headlight design.

Overview

When it comes to making the ultimate driving machine, BMW sure is at the top of its game, and I really am not going to argue with you on that one.

However, I can’t really say the same about its latest designs. Now, design is an extremely subjective matter and so I’m not really going to dwell deeper on whether or not BMW is doing the right thing. Instead, I’m going to highlight how inconsistent the brand has become these days with its exterior design and is now losing a sense of identity.

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What is up with BMW Design

If you’ve noticed, BMW's design is all over the place these days. The most recent trend that the brand has come under immense criticism is for its large gaping grille, which honestly doesn’t seem to work that well with every model. Now, a big grille makes a strong case for itself when it sits higher up in the lineup, but across the board? I’m not so sure. That grille on the new M3/M4 still hasn't grown on me and that really is sad since the rest of it is pretty impressive.

While that is the present, I’m even more skeptical about what the Bavarian automaker has in store for the future. They seem to have totally lost it with concepts like the XM/X8 as renowned designer Frank Stephenson highlighted. And, don’t even get me started on their Vision Circular concept. Imagine this, you cover the badge on this concept and ask a passer-by what brand it is, I doubt that they’d answer BMW. See what I mean?

The New X7’s front end

So, that new front end. BMW chose to go with a split headlight design. Now, this is not the first time that we’ve seen this kind of setup. The Jeep Cherokee had something similar as far back as 2015.

So they’ve ditched the more conventional setup. The DRLs now sit at the top and I see that they really want you to focus your attention on the DRLs. This is why the main headlights are hidden behind smoked lenses further down in the bumper. In my opinion, I suppose this new setup isn't too bad aside from it looking a tad bit bulbous. Now my question really is, if this is a new trend that we can expect, or is it a one-off. Whatever may be the case, BMW needs to be more consistent with it across its portfolio.

Conclusion

Honestly, stuff that BMW has given us like the coupe SUV (I still can’t get my head around one to this day), the hockey sticks, and ever-growing grille sizes make me question the direction that the brand wants to take.

But, I have hope when I look back at some of the masterpieces that BMW has created in the past. Cars like the M3 CSL, the Z8, the E39 M5, and the original X5 are nothing short of perfection. Even within BMWs current crop, the M8 Gran Coupe is a stunner. So yeah, they just need to stay more consistent with their aesthetic so that loyalists remain, well, loyal.