BMW iX 'Mocks' E66 7-Series Is Baffling CES Advert
BMW‘s online marketing strategy continues to confound. Having risked alienating the generation to which the majority of its customer base belongs with that ‘OK boomer’ Tweet and its weirdly aggressive follow-ups, we now have this.
Created for the all-digital 2021 Consumer Electronics Show, it spends much of the 4min 16sec runtime taking a big dump on BMW’s heritage. The video features a ‘conversation’ between the new iX and an E66 7-series, where the former is depicted as youthful and smug, and the latter old and bitter.
The 760Li barks out things like “I have Internet too!” and “marketing bullshit!” Given that one of the iX’s lines is “I provide natural and emotional interaction with a characteristic attractive visualisation,” the old 7er, BMW’s first car to have iDrive, might have a point.
Admittedly, after going on about how technically superior it is and how the E66 belongs in a “recycling yard,” the iX does admit “without your iDrive, I wouldn’t even exist”. But still, the video comes across strangely. What’s the message supposed to be here?
Whatever BMW’s intention, our main takeaways are as follows: the iX still looks awful even in low light, and we now want to buy an E65 or E66.
Growing up on a diet of World Rally Championship highlights and lengthy Gran Turismo 2 sessions, a life in cars was as good as inevitable for Matt.
Comments
This 7 series was one of BMW ugliest car in my opinion. Thanks to this head to head comparison it looks way better than before. Thanks BMW :)
All of the BMW’s from that generation looked kinda off when they came out but now I thing they look great and still look modern. The e60 is in my opinion the best looking BMW sedan in the last 20 years even tho everyone hated on it when it came out.
What a bizarre ad
E66, it’s a 760Li
Right you are - have updated.
I’m baffled by BMW - after producing the eternally-futuristic design of the i3 and i8, which looked like a positive leap to an electrified future, they now have the half-arsed EV version of the X3 (the wasted space under the bonnet could have so easily been made into a ‘frunk’) and only the iX as their next purpose-designed EV that we know of.
That, combined with a bizarre marketing strategy, gives the impression that there is in-fighting and resistance to electrification within the company, much like VW have revealed was going on (until Diess’ successful board vote).
I’m aware of the mechanical issues it had, the first gen iDrive is a pain in the ass, and most people didn’t like the styling, I have to say I really liked it, to me they’re quirky weird in a great way and I rather have that 7 series than the ugly thing BMW considers now a car, now this being said, Why would you bash your own heritage? Marketing team went too far and now criticising the people that liked their old lineup? ‘Context awareness, curve display, curated driver experience’ (wtf does that even mean), yeah all I needed was: ‘I have 12 cylinders’. Not only a weird ad, but I think dumb too.
Imagine if it was the new 1-Series that was talking: “Wazzup grandpa? snort snort Oh, you think you’re better than me innit bruv? snort Fight me, bruv, fight me!”
The 7-Series is angry because of how horrendously ugly his grandchildren have become. “Emotional, intelligent connectivity etc” who needs that? Why does a car need mood lighting and internet connection. The iX will never last; it’s a disposable product. Just like an iPhone. They might preserve one in a museum, but that’s about it.