As a designer at BMW, José Cosas blends cultural influences and cutting-edge technology to craft cars that are as unique as the journey that brought him to the industry.

Jose Casas’ path to becoming a leading automotive designer was anything but conventional. Growing up in Mexico, where the car design industry was virtually non-existent, he taught himself the art of design—driven by a passion for art and a determination to represent his heritage on a global scale. His journey took him from Mexico to California, and eventually to Munich, where he now brings a distinct cultural warmth to his work at BMW. In this candid conversation, Casas reflects on how his personal and professional experiences have shaped his design philosophy, from balancing tradition and modernity to embracing the tension between simplicity and boldness in his creations. At the heart of it all, he believes in the power of authenticity, both in design and life.

You’ve had an impressive career, moving from Mexico to the U.S., and then to Munich. What drove you to pursue car design, especially coming from a country with limited design opportunities?

Growing up in Mexico, I was always passionate about art, especially drawing. However, I didn’t even know car design was a profession until I was in my early 20s. Back then, there weren’t many resources in Mexico for aspiring car designers, so I had to teach myself. The challenge was significant, but it pushed me to work hard and look for opportunities beyond borders. I always felt a responsibility to represent Mexico on the global stage, even though the car industry was not widely recognized in my country.

After moving to the U.S., you faced significant competition. How did that shape your career?

Moving to the U.S. at 23 was a huge cultural shock. The competition was fierce, and the pressure to perform was immense. Many of my peers were already better trained in design. It taught me the value of hard work. In Mexico, life is easier in some ways—affordable food, good weather—but in the U.S., you really have to earn your place. That lesson of persistence and effort has been key to my success.

You spent years working in California before transitioning to BMW in Munich. How did the shift from the U.S. to Germany impact your career and approach to design?

Moving to Munich was another cultural adjustment. BMW’s structure and process-oriented work environment were much more rigid than what I experienced in California, which was more flexible and creative. However, over time, Munich became my second home. I’ve learned to balance my Mexican warmth and human approach with the German emphasis on precision and efficiency. It’s been a unique mix, and I believe it’s made me a more well-rounded designer.

BMW’s M5 has evolved into a hybrid model. How did the hybrid aspect influence the design process?

The M5 hybrid represents a significant shift in BMW’s design philosophy. We wanted to reflect the balance between the combustion engine and the electric motor, visually. The challenge was to keep the car’s performance-oriented M design while integrating the clean and sophisticated elements of a hybrid. For example, the lines are simpler, with a focus on elegance. We didn’t want the design to scream “performance” with exaggerated features, but rather to convey power in a more refined, subtle way.

What was the biggest design challenge in creating the M5?

The biggest challenge was balancing the elegance of the 5 Series with the aggressive performance of an M model. We wanted the M5 to look powerful yet refined. The key was simplicity—removing unnecessary elements like chrome, keeping surfaces clean, and letting the design speak for itself. It’s a more mature, understated approach to an M car.

BMW is known for blending tradition with modernity. How do you, as a designer, honour that heritage while staying ahead of the curve?

Heritage is about respecting tradition, but modernity is about pushing boundaries. At BMW, we’re constantly looking at ways to evolve without losing what defines the brand. In design, we mix timeless elements with cutting-edge technology. The challenge is to keep the essence of what makes BMW BMW while making sure our designs feel fresh and innovative, not stuck in the past.

What is style to you?

I think style is a combination of several elements—culture, taste, and design trends. For me, these three things are essential to creating a unique style. As a designer, style is something you search for over time; it’s not something that comes easily. You have to discover it through your experiences and influences.
Style is subjective. What I find stylish may not be the same for you because style is influenced by personal background and perspective. And that’s what makes style so interesting—we all have our own unique approach.

Less is more or more is more?

It really depends. I tend to believe that 90% of the time, less is more. I’m a fan of iconic design—things that are simple and easy to remember. Simplicity, in my opinion, has a timeless appeal. But at the same time, I think there are moments when ‘more is more.’ I’d be lying if I said less is always more, forever. Deep down, I think everyone has a bit of ‘more is more’ in them. For example, when it comes to food, I’m definitely a ‘more is more’ person—I like variety and abundance.

When it comes to design, sometimes we need to embrace the ‘more is more’ approach. Only by pushing those boundaries can you truly discover what’s out there. Take car design, for example. We always think we can push further—be even more expressive, go even further than we initially thought. That said, I’m still a big fan of the ‘less is more’ philosophy, and I always try to find that balance in my work. But every now and then, it’s good to embrace ‘more is more’ too.

What is authenticity to you?

Being authentic is about being true to yourself, staying true to what you believe in, and finding what makes something unique and sticking with it. Authenticity, in my view, is about not copying others. It’s about having the confidence to believe in your own ideas, and to take risks with them.

It’s hard to define, but to me, being authentic means not letting society mold you into something you’re not. It involves standing by who you are and being willing to take risks, even if it means going against the grain. In design, and in life, authenticity is a value I hold dear. It’s something that’s essential for creating products that stand out.

One thing I’m proud of at this company is that we’ve always stayed authentic. Sometimes we might be a little provocative, but that’s part of what makes us real. Being authentic helps us find like-minded people who understand our vision. When people are true to themselves, they create something unique—something that stands out in the market.

If you look at our products, you can see that authenticity in everything we do. Take the XM, for example. Love it or hate it, it’s authentic. There’s nothing else like it. We took risks with that design, and the people who buy it are proud of that authenticity—they’re buying something truly unique.