BMW stirs controversy with ‘awakened’, explosives-laden promotional video

German auto giant BMW outraged motorists with a controversial ‘bull *** t’ online marketing video that critics say pokes fun at its older baby boom customers and disparages the one of the company’s most successful flagship limousines – the Classic 7 Series.

It can affect sales as well, as motorists take to social media to say they took the insults ‘personally’ and will not buy another BMW.

One commented: ‘It’s like they really hate people who have one of their older cars. And by “older” I mean made before 2017. “

The offensive video – created to highlight BMW’s high-tech intelligent ‘iDrive’ system in its new iX electric sport utility vehicle – angered and mystified consumers who questioned what the auto giant seeks to achieve by undermining its proud heritage by attacking a legendary car that has helped solidify the very success of the company.

He also seems to fuel intergenerational conflict, portraying baby boomers – born 1946 to 1964 – as an angry, narrow-minded generation stuck in the mud that doesn’t listen, condemns modern ideas like *** t ‘, and conjures up the response: “It is almost impossible to talk to your generation.”

The video was posted on BMW’s website and shared on social media, including Twitter and YouTube, as part of its participation in the Global Consumer Electronics Show (CES 2021) which is currently taking place online.

But it was dismissed as delivering a crudely condescending and “ woke up ” message that prompted some to take to social media to say they would not buy another BMW.

It even made one owner wonder if “everyone in Munich’s marketing department is desperately addicted to crack cocaine?

Critics point out that the history of the baby boomer generation – with the progress made since the ‘permissive’ 1960s in all areas of social, political, cultural and technological life – shows that this portrayal could not be further of the truth.

Some longtime BMW customers have taken to social media to proclaim that because of such attitudes they would look elsewhere to buy their next car, with one bluntly saying: ‘We’re missing’.

In a statement, Munich-based BMW said: “ This film was created by BMW AG to highlight the evolution of iDrive over the past 20 years, as the next generation system will be revealed in the spring .

“However, this clip is intended for certain global markets and is not shown in the UK or US.”

The statement, however, appears to go against the facts.

It ignores the fact that BMW used on Twitter is read avidly around the world and especially in the UK and the US.

It also begs the question of why the car characters involved spoke English and with American accents.

It also contradicts the fact that BMW explicitly states on its website and in its posts that the clip is directly connected to the Consumer Electronics Show held in the United States.

BMW later confirmed that the offending video was posted on BMW’s global Twitter account – @BMW – operated by parent company BMW AG in Munich and accessible to users all over the world, including the UK and States. -United.

However, it emerged that BMW’s UK and US branches were looking to distance themselves from the move, as the video had not been posted by local national Twitter accounts – @BMW_UK and @BMWUSA – aimed specifically at customers in those countries. .

The row follows an earlier controversy over BMW in November when the company’s marketing gurus posted a tweet in response to an individual’s criticism of the iX’s styling on YouTube, disparaging alleged older customers with “ OK, boomer ” jibe – causing a huge reaction.

Commentators have questioned the motive for the tweet, especially since baby boomers account for about half of BMW’s sales – especially in the key US market.

BMW’s latest promotional video uses excessive profanity

At the center of the new row is an online video that claims to show a fantastic argument between two rival BMWs in one of the company’s parking lots – a newly launched all-electric iX all-new sport utility vehicle and a historic gasoline 7. – 2001 limousine series – which faces bumper to bumper. Both have American accents.

The implication seems to be that the iX represents the present and the future, while the Series 7 – and its customer base – should be firmly relegated to the past.

As if to reinforce this point, the Series 7 voice is portrayed as an elderly, grizzly, grumpy, crotchety man with old-fashioned, fixed and unyielding attitudes who only like “ real cars, ” repeatedly rejects the modern technology like ‘bull *** t’, and describes 21st century electric vehicles as ‘small cars’.

In stark contrast, the iX’s character is that of a “ smarter, better ” and seemingly enlightened young female voice that refers to the older car as a “ grandpa ” who “ has been sniffing the gas pump for too long, ” and said uncompromisingly, ‘Your time is over.

The award-winning BMW 7 Series has been the flagship of the BMW lineup for decades, loved by captains of industry and successful entrepreneurs, and with armored versions even used by Downing Street and the Metropolitan Police during the Blair years in government. and beyond.

But anyone who expects a respectful nod to the past is in shock.

At one point, the female-voiced iX said to the older male car, “ Of course you don’t understand. It is almost impossible to talk to your generation. With me everyone can talk.

She adds: “I am the intelligent personal assistant. You know what I mean? Clever.’

The old-generation cranky car can only respond with anger with “bull *** t” and “marketing bull *** t”.

The best he can offer in response is “I can drive really fast”.

The new car then emits more jibe like “you just aren’t listening”.

The tone and content of the short film enraged motorists and BMW customers of all ages – who also argue that the classic BMW 7 series is in any case a much more elegant proposition than the brash new iX with its giant radiator grille. cartoon look.

Automotive leader Hilton Holloway, who writes for Autocar, the world’s oldest automotive magazine, said bluntly of BMW: “The set of ‘old people are not up to date’ is unbelievably stupid.

Twitter user Matt Robinson asked: ‘WHAT is he trying to convey? That the hideous new products from BMW are self-sufficient and self-satisfied? That his old cars are all GAMMON ?! It’s just awful. And yet it makes me want an E65 760Li.

He added: ‘It’s like they really hate people who have one of their older cars. And by “ older ” I mean made before 2017, I honestly take this video personally. I was a BMW man for years. Not anymore.’

He later asked if the reason for this bizarre marketing video was that “ everyone in the marketing department in Munich is desperately addicted to crack? ”.

Richard Aucock, chairman of the UK’s highly respected Guild of Motoring Writers, also highlighted BMW’s bull *** t video, calling it ‘crazy’, adding: ‘Hopefully some Marketing experts can correct me and explain why this is really the sol- genius of disruption.

Another Twitter user, “Bahnstormer Tom,” said, “What is BMW doing? You don’t lose a 760Li and your legacy like that and get away with it. I’ve owned more BMWs than any other brand and feel like I’ve completely alienated people like me. I will never buy a new BMW. Strange marketing strategy. Having said that, it makes us talk.

Simon Charlesworth, in a sharp reference to businessman Gerald Ratner – who saw his business go bankrupt after dismissing jewelry his company had sold to gullible clients as ‘crap’ – said: “ Even Gerald Ratner would find that incredible. ”

Another, Colin Isaac, said: “One wonders if they hired Gerald Ratner as a brand consultant …?”

One reviewer posted on Twitter BMW’s past slogan – “The Ultimate Driving Machine” – erased and rewritten to read: “The Ultimate WOKE Machine”.

Andy Sherrat said: “ I’m starting to think Mercedes or Audi are currently paying for BMW social content. I cannot find an alternative justification!

Philip Hale, leading auto industry PR, said: ‘If BMW were a person, you would be convinced that they were in a midlife crisis in their own right. ”

To which car doser Alan Bradley replied: “ If BMW were a person, you would think they spent too much time in the White House. ”

Private rental car boss James R. Williams said: “ My 14 year old 760 Li is a great driver and can get me around the south of France in minutes to a gas station, the beginner has a long way to go before they can deliver this performance. ‘

Ananda Roy said: “ After 15 years of owning several BMWs – almost all new ones specified to our needs and usually 2/3 cars in the house, we are absent. It happened organically. I love the driving dynamics, but others have come a long way as well, and the interiors and exterior design are just plain weird.