Car designers can truly make or break a brand’s image. The right visionary can elevate a mainstream automaker into a design powerhouse, making vehicles not just functional but aspirational. But when design lacks alignment with brand values or misses the mark entirely, it can dilute identity and even decrease sales. In an increasingly competitive market, hiring the right design leader is more than aesthetics: it’s business strategy.

Let’s take a look at two game-changing examples:

1. Adrian van Hooydonk: shaping BMW’s identity.

When BMW brought on Adrian van Hooydonk in the early 2000s, he didn’t just update their lineup: he redefined it. Currently, BMW’s Senior Vice President of Group Design, van Hooydonk helped craft the brand’s modern, sleek, and aggressive identity. One of his most influential works is the BMW 7 Series, which fused performance elegance with bold luxury styling.

Van Hooydonk’s vision helped BMW stay ahead of luxury rivals, especially in the era when German design risked stagnation. Under his influence, BMW embraced bolder surfaces, sleeker profiles, and high-tech flair, all while preserving the brand’s core identity. His work proved that a modern design philosophy can drive both brand desirability and customer loyalty.

2. Luc Donckerwolke: the man behind Hyundai’s bold comeback.

In 2020, Luc Donckerwolke became President and Chief Creative Officer at Hyundai Motor Group. The Belgian designer, formerly of Bentley, Lamborghini, and Audi, brought with him a bold European flair and a deep understanding of luxury aesthetics.

His impact was immediate. Donckerwolke introduced the now-iconic “Sensuous Sportiness” design language across the Hyundai lineup. You can see his influence in the sharply sculpted Elantra, the Ioniq 5, and the conceptually daring N Vision 74. These vehicles made a bold statement, pushing Hyundai out of the "affordable but simple" category into the realm of design-forward brands.

Donckerwolke’s leadership won awards like World Car Person of the Year in 2022 and elevated Hyundai’s global image. As a result, Hyundai-Kia sales surged and public perception shifted, repositioning the brand as a symbol of quality, confidence, and innovation.

Design is far more than just metal. It's the emotional connection, the first impression, and the lasting identity of a brand. As the cases of BMW and Hyundai show, hiring the right design leader can drive more than just traffic: it can drive transformation. Whether it’s reclaiming luxury status or reshaping global perception, design matters. And as for me, preserving that core brand identity is key when it comes to enhancing its design.

I was walking through San Francisco recently when I saw something boldly high-tech: a sleek, driverless Waymo gliding past me. And wait a minute, is that a Jaguar? 

Yep. Waymo’s fully autonomous cars are built on the Jaguar I-PACE, an all-electric luxury SUV. Who knew that when Jaguar promised to go electric, they'd also be driving (well… not driving) the autonomous revolution?

As a marketing expert in the automotive space, this struck me. Jaguar, a brand long associated with British heritage, performance, and prestige, is now positioning itself as both electric and tech-forward. Not only are they pivoting toward sustainable luxury, they’re literally powering the future of urban mobility through partnerships with companies like Waymo.

But what does this mean for brand identity?

Is Jaguar subtly reinventing itself as a platform for innovation, the luxury car of the autonomous era?

It’s one thing to ride in a Tesla with hands-free mode, and another thing entirely when there’s no steering wheel. I watched Waymo drive down Mission Street with total confidence, but I couldn’t help wondering: how long until this feels normal?

The Waymo-Jaguar collab raises questions about brand evolution, and what luxury even looks like in a world without drivers. Maybe it’s not about who’s behind the wheel anymore, maybe it’s about who’s building the journey.

What do you think? Would you trust a car with no driver?

When Audi unveiled the R8 in 2006, it wasn’t just launching a supercar; it was redefining its brand. Built with Lamborghini DNA and motorsport heritage, the R8 delivered breathtaking design and performance, instantly earning global acclaim.

But the R8’s true power wasn’t just speed, it was influence.

The R8 became Audi’s halo car, boosting brand prestige and setting a bold tone.

Though niche in sales (~45,000 units worldwide), it elevated Audi’s image across all markets.

Buyers drawn to the R8's aura often settled into more affordable Audis: A5, S3, A6, RS3.

US R8 sales were modest (~600–900 units/year), yet Audi of America achieved a record volume in 2023.

R8-centered Super Bowl ads led to a 365% spike in web traffic - proof of brand magnetism.

The “Truth in Engineering” era brought Audi into the performance spotlight.

Why did it matter?

Even if only a few could afford it, the R8 made Audi aspirational. It captivated attention, elevated perception, and opened doors for Audi’s broader model range: from A3 to Q7 to S and RS variants. It wasn’t just a car, it was a statement, pulling buyers into the brand family. That’s what Halo Cars do best.

Image: pistonheads

BMW

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