Jonathan Schoenberg Creative Director

I wish with all my heart I designed the body of the BMW 2002. Today and dating back to the late 1970’s as a child, I was captivated by the car. When I see one moving or parked I can’t take my eyes off it. I love every detail of how it looks and can forgive the fact that it was not fast nor did it handle very well. I love the factory colors, and the Italian design flair of Giovanni Michelotti, synching with the utilitarian German engine. I’m glad I’m not the only one who loves the car and that it is getting the price tag it deserves today, but I do miss when you could pick up a perfect 1972 Tii for $5,000 in 1990.

What makes my love for this vehicle somewhat curious is I’m not a “car guy.” I have a vehicle and I drive out of necessity and because I think it’s convenient, but I don’t live for cars. In fact I don’t love BMWs that much. I just love that one brief period in time in which a car was sold in America that is as pleasing to the eye as the 2002. I don’t currently have a 2002 because I think it is indulgent to have more cars than you need but summer is coming and I intend to pick one up even if it is just for the warm Colorado months. The AC won’t work, but I know exactly what will happen when I park it. I will stop several times to look at it as I walk away and that is a wonderful feeling.

Jonathan Schoenberg is Executive Creative Director and Partner at TDA_Boulder.