The oversized kidney grille BMW introduced with the second-gen 4 Series sparked immediate controversy. It marked a sharp break from tradition and alienated many fans. While BMW insisted the design received positive reception, critics now have a target to blame—the 3.0 CSL Hommage R.
Unveiled ten years ago, the aggressively styled coupe caught the attention of Ian Robertson, then BMW’s Sales and Marketing board member. As detailed by BMW Blog via Steven Saxty’s book BMW By Design, Robertson was so taken with the grille that he pushed to adapt it for production.
Grilles were already growing, Robertson noted, and he felt the Hommage’s version offered a superior direction. It also helped BMW “clearly separate the 3 Series sedan from the 4 Series and our coupes.” He added the 4 Series, including the M4, “was the ideal place” for the change.
Was it the right choice? Robertson points to the model’s “impressive sales numbers.”
“I think it absolutely was,” he said.
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