For decades, the Bavarian automotive company Motor Works, more commonly known as BMW, has been an icon of European luxury automobiles. It has done an extraordinary job in setting the standard for other manufacturers in the automotive markets of Europe, Japan and the United States. But what makes the BMW brand customer satisfied is not only the extraordinary handling and performance of its vehicles, but its ability to inject a certain character into the cars themselves. This is achieved by using certain design elements that can be traced back through history to the first BMW models. These elements include: the aerodynamic body style of cars and sport utility vehicles, the Hofmeister Kink, a feature involving the design of the rear seat windows, the quad headlight configuration and the famous kidney grille hidden in the front bumper which gives the car appearance an exclusive all-round exterior style. BMW's designers took the styling of the car very seriously as this is what mainly attracts customers. However, throughout its long history, this company has gone far beyond the average marketing techniques of car manufacturers. The design team actively invites critics and creative studio professionals to critique their work and coordinate adjustments that would further please the eye of potential buyers. Imre Molnar, dean of Detroit's College of Creative Studies, criticized a 7 Series sedan at an auto show, saying the rear of the car was "inexcusable." Tom Tjaarda, who is an independent Italian designer, also chimed in, saying, "Unfortunately, the rear was the first I saw of the car, and I couldn't believe my eyes... It's lumpy and with fuzzy lines" ( Kiley 162.... .. middle of paper ......if the latest model However the only reason this marketing scheme is successful is the philosophy behind the manufacturing process, i.e. the idea that the final product is a true work of art, not just an average automobile. BMW advertisement cited: Signature Elements Web. September 5, 2011. "A Brief History of the Origin of BMW Kidney Grilles." BMW, the world's most admired car company. Hoboken, NJ: John Wiley, 2004. Print "The New Class" Zymic "These canvases need oil and a good driver." . Academic research completed September 14. 2011.