The BMW THE2 Active Tourer with M Sport Package (MSP) was conceived as a decisive design upgrade, elevating the vehicle’s emotional appeal while reinforcing BMW’s sporty brand values within the compact MPV segment. The project focused on maximum customer awareness, clear differentiation from both predecessor and competitors and the introduction of a sharper, more expressive brand identity.
Design Vision and M Sport Character
Package – and Hard-Point – Integration
Pedestrian Impact Protection and Euro NCAP Compliance
Aerodynamic Performance & Thermodynamic Efficiency
Production-Ready Class-A Surfaces
Following the initial market research and concept definition, the designs were industrialized during the convergent phase, taking numerous technical and production-related requirements into account. The art lies in preserving the emotion of the early ideation phase and the product’s core message, even as increasing technical complexity is integrated into the design.
The visualization authentically emphasizes the distinctive styling and technical qualities of the F45 LCI—key factors in its success as one of BMW’s best-selling models.
