BMW has doubled down on a divisive design direction, unveiling a new concept car described as “hideous”, diseased, and a “Bugs Bunny” lookalike by outraged fans.

The luxury brand was the first to unveil a new car on the opening day of the 2019 Frankfurt motor show, presenting the battery-powered Concept 4 to thousands of journalists gathered in Germany.

The model features what BMW describes as “the new face” of its popular 4 Series coupe, which is due to be replaced soon.

Domagoj Dukec, head of BMW design, says the concept’s chromed grille is “confident and classy”, forming part of an “expressive face” to take the brand into the future.

But Facebook fans of the brand are less convinced.

While the rear are side of the car have been well received, many people objected to the new-look front end.

“That grill looks like a really nasty, potentially lethal disease”, said one commenter, while another said it is “like BMW lost their mind”.

How could this #BMW designer not notice the HUGE mistake he was making? Were I in charge in Munich, I’d want blood for much less than that... pic.twitter.com/A0kHgGSMw9 — Matteo (@Roadster_Life) September 10, 2019

Sorry, but what the merry frig is this BMW 4-series concept all about? Messy sub-Lexus toss with a cock awful waffle iron glued to the front. Is this the point we have to stage an intervention in the BMW design office? pic.twitter.com/o4iDtRXSMn — Sniff Petrol (@sniffpetrol) September 10, 2019

This needs putting in a car crusher, @BMW designers time to retire.



Hope this stays a concept haha pic.twitter.com/e6OzST7z8k — Skreamies (@Skreamies) September 10, 2019

BMW loses the plot with the hideous front end on its Concept 4.



Ladies and gentlemen, WTF? pic.twitter.com/DglL0f9RPl — Peter DeLorenzo (@PeterMDeLorenzo) September 10, 2019

Some said the car is “hideous”, like a “Bugs Bunny” caricature, and “an elegant design ruined with that gopping nose”.

Not all of BMW’s customers objected to the look, with a handful of supporters assessing it as “beautiful” or “awesome”.

The brand has faced criticism for bold front-end styling on recent models such as the 7 Series limousine, which also features oversized air intakes.

But the brand appears committed to the look, which has featured on a range of concept models pointing to future production vehicles.