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      11-17-2020, 02:16 PM   #1
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Out of Touch BMW

BMW pushes weirdly hostile marketing campaign to say you're dumb for thinking the iX is ugly

Who's driving the ship in Munich?
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      11-17-2020, 03:40 PM   #2
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This just screams of desperation. Instead of letting the design language sit with people for a year or two and then reassess they make dumb comments like this. It's almost as if they looked at the M3/M4 and said "we know what you want". It doesn't work that way.
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      11-17-2020, 05:04 PM   #3
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Out of touch with whom or what? China is their biggest market and they love big grills/stand-out styling there. I hope they reconsider, though, or at least make small-grill versions too. Even if I don't think the "big" grills are atrocious, I certainly will never love them.
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      11-17-2020, 05:53 PM   #4
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Obviously i like the grill on the new G22 enough that I bought one, and I’m just an old conservative. I don’t think this is as much a Chinese thing as others seem to think. Looking at the best selling cars in China, most don’t even have huge grills. I have to guess that BMW knows exactly what it is doing with the new styling language on all of their cars. I don’t, but I’d bet they do. Geez, I don’t understand luxury SUVs but BMW apparently does since those represent the largest share of their U.S. sales, or should I say leases.

That said, I think engaging in a social media pissing match is a PR blunder. Just stupid.
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      11-17-2020, 07:22 PM   #5
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Quote:
Originally Posted by Merami fan View Post
Out of touch with whom or what?
Out of touch with the primary demographic who still has the bulk of disposable income for these cars. The median age of car buyers in the U.S. is 55 years old. Above the median are all Baby Boomers, who they mock in their twitter response. Insulting and being condescending to the primary market is not often the most successful approach. If BMWNA thinks otherwise, they are clearly out of touch with their customers, regardless of the shape of the grille.
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      11-18-2020, 07:57 PM   #6
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My thoughts.

I can understand where they want to go with iX in the target market. Is it the approach I would initially do? No.

As you know my feeling towards social media are not of particular favour. It reflects a growing marketing trend to aim at the social media mindset which for some it absolutely works in regards to brand promotion. I don't feel an actual car should be marketed out to the social media because social media isn't as representative of the real world as many would have you believe.

What has twitter become but a platform for hate. People say the most despicable things that they get free reign and a platform to abuse others. This has become so acceptable in our society that it is being normalised and acted out in some cases extremely violently.

Now look at what they have done in regards to iX? Now these have been outsourced externally,some have worked in the cars favour such as the 6 part series and indeed the Christoph Waltz test drive which I am reading is being favoured because of the sight of the inner machinations of the four cylinder HQ in Munich.

The use of language and behaviour is important in marketing and using social media insults such as "Boomer" is not favourable to that traditional customer who has been with the brand over 50 years of their life. I agree with the concept regarding "change" but not the execution.

The car was shown in Berlin amongst other manufacturers (Where I saw EQS and why I do say EQS is a game changer for the segment and indeed the S-Klasse where they can be both winners and losers.)
The iX also is a game changer as for now it's a flagship until we get the i7 which will spearhead BMW's GKL segment.

Now yes people were favourable of the car it's potential and it's philosophy and why it matters for the next decade but here you are talking to more of the typical customer. When it compares to other factions where politics are spearheaded by millennials and underdeveloped ideas and solutions. Cars like the iX are purely aimed and marketed at millennials which as you can see is alienating the actual customer.

The problem I see here in Berlin is that there is no interest as the industry is the enemy. We have gone beyond the purpose of the electric car to say the curtain has been pulled back in regards that infrastructure takes centre stage as you have to get from one end of the spectrum to the other and of course there are hurdles and many are seen as more harmful to the environment.
They are hoping in regards to a similar scenario with i3 and i8. These cars brought in new customers as well as convincing BMWs older and traditional customers to change.

Slow starts aside but i3 is now exceeding its targets. So much so that discussed at launch a further update is planned so the car will be with us a little longer.

The iX is conceived to attract new customers to the brand just as well as traditional customers. Generally I think iX will attract new customers but not necessarily be the target customer. I have seen this before with other BMWs.

I agree with the concept of the marketing regarding "change" as it sums up the revolution in process. But not the execution.
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      11-19-2020, 06:45 PM   #7
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Somebody at BMW is actually going back and forth with people on twitter? LOL
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      11-22-2020, 09:31 AM   #8
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Strangely I heard this same refrain from buyers when GM launched the C7 and again with the C8, and I will hear it again when introduce an Hybrid or full EV version of the Corvette.

There are plenty of other cars to purchase if one feels the BMW is so distasteful. If BMW feels the hit financially they will do another re-design, but my guess is, this is what they offer, so you either like it and buy it, or you don't and shop elsewhere.
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      11-22-2020, 12:48 PM   #9
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Originally Posted by USA-RET View Post
Strangely I heard this same refrain from buyers when GM launched the C7 and again with the C8, and I will hear it again when introduce an Hybrid or full EV version of the Corvette.

There are plenty of other cars to purchase if one feels the BMW is so distasteful. If BMW feels the hit financially they will do another re-design, but my guess is, this is what they offer, so you either like it and buy it, or you don't and shop elsewhere.
Agreed. Not sure why people spend so much time on these things and take it personally while adding their own commentary like they speak for everyone else.

If you don't like something, say you don't like it and move on. Saying BMW is out of touch works both ways because the argument can be made that everyone here is out of touch if you want BMW to keep rehashing the same design over and over again regardless of how nice it may look especially on a forum of enthusiasts that make up a tiny percentage of BMW sales globally.
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      11-22-2020, 01:22 PM   #10
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Quote:
Originally Posted by TheBingoBalls View Post
Agreed. Not sure why people spend so much time on these things and take it personally while adding their own commentary like they speak for everyone else.

If you don't like something, say you don't like it and move on. Saying BMW is out of touch works both ways because the argument can be made that everyone here is out of touch if you want BMW to keep rehashing the same design over and over again regardless of how nice it may look especially on a forum of enthusiasts that make up a tiny percentage of BMW sales globally.
The issue has two points. Agree about the design aspect. I just find it hard to imagine handing over a large 5-figure sum to a company who essentially mocks my existence simply due to my age.
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      11-23-2020, 10:30 AM   #11
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I honestly didn't take any offense to what BMW wrote anymore than if GM tweeted the same about the C8.

I wonder if we would hear the same angst about BMW's comment if it had a similar grille to 3 or 8 series?

Venturing a guess, I would say no because arguably, in all other respects, the new 4 series is a better car than the outgoing model.
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      11-23-2020, 10:47 AM   #12
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Originally Posted by USA-RET View Post
Venturing a guess, I would say no because arguably, in all other respects, the new 4 series is a better car than the outgoing model.
Well the F3X set a pretty low bar honestly...
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      11-23-2020, 01:47 PM   #13
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I resemble that remark about not liking the huge new grills. I considered a 430 but went with an M340 in no small part because I like the grills better. Just my .02 - middle aged guy here.
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      11-23-2020, 10:46 PM   #14
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Couldn't agree more. The current design path BMW is taking is the wrong one. The bold advertising campaign doesn't help the cause either.

Current styling seems like a gimmick and reeks of trying too hard.
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      Yesterday, 09:25 AM   #15
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I'd wager that each change BMW made over the years (as far as grilles design) met with plenty of disdain................and yet here we go again.

https://www.motor1.com/news/414634/b...ign-evolution/
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