The 2022 BMW iX, like many current big-grilled vehicles from the Bavarian automaker, has drawn torrents of criticism for its polarizing styling. However as an alternative of simply letting the complaints slide, BMW is defending the electrical iX utilizing an odd new advertising and marketing marketing campaign known as “What’s your reason not to change?” The automaker even makes use of the phrase “OK Boomer” on Twitter, and defended itself towards a grievance that the automobile appears to be like like an “Allegro with squirrel teeth,” referring to an Austin mannequin. Once more, the entire thing is weird.
The iX is BMW’s upcoming flagship electrical SUV, constructed on an all-new modular platform and promising spectacular acceleration together with 300 miles of vary. However like a couple of different current BMW designs, it’s bought a tall grille that appears a bit buck-toothed. This, as you may learn within the feedback part of our article masking the automobile’s debut, offended fairly a couple of individuals. BMW knew this could occur, which is why the corporate bought out in entrance of the criticism by launching an advert marketing campaign to defend the automobile’s appears to be like.
I made point out of this marketing campaign within the preliminary debut publish, embedding the industrial titled “What’s your reason not to change?” That spot, proven beneath, entails a narrator addressing numerous criticisms of BMW’s design — criticisms like “Can’t you make electric cars look like normal cars?” and “Looks like a low-budget ’80s sci-fi movie.”
Within the video, the narrator responds: “Did we somehow start to feel uncomfortable with the unknown? Or have we just stopped being open for anything new?”
It’s an strategy I plan to make use of the subsequent time I’m on a date with somebody clearly unimpressed by my receding hairline, shortish stature and face that appears like a combination between Rick Moranis and Justin Lengthy. “No, no,” I’ll exclaim as she prepares to stand up from the dinner desk, her face blue from her failing makes an attempt to carry within the contents of her abdomen. “I realize that you may find me hideous, but you just need to be more open-minded!”
BMW is so eager on defending its iX that the model tweeted the advertising and marketing slogan preceded by the expression “OK, Boomer” (see beneath). This looks like an much more questionable transfer than merely making an attempt to persuade individuals who discover the design ugly that they are being too narrow-minded. In any case, regardless of their copious flaws as a bunch, Child Boomers do have one factor that youthful generations don’t: Cash. And plenty of it.
Dismissing that demographic with the phrase “OK, Boomer” looks like a questionable name to make, particularly for a luxurious automaker. However who is aware of, possibly BMW is banking on non-president Boomers not figuring out learn how to use Twitter.
In that Twitter thread, the commenter who calls the brand new iX a “slit eyed Allegro with squirrel teeth” will get this response from BMW: “In order to go new ways you sometimes have to try new looks.”
It’s a little bit of a sterile response to a hilarious criticism. I personally want BMW would both, one, let it go and simply be assured in regards to the automobile’s styling or two, actually lean into its defensive technique. Inform that Austin Allegro man that, You realize what? The Allegro is definitely a cool little automobile, and squirrel tooth actually have a nasty rap. So get bent.
However no, they got here up with: “In order to go new ways you sometimes have to try new looks.” You’re hardly going to sway opinion with that.
It’s value mentioning that the marketing campaign “What’s your reason not to change?” isn’t simply in regards to the iX’s look, it’s truly centered on people’ reluctance to undertake electrical automobiles. On the marketing campaign’s primary webpage, you’ll discover BMW’s solutions to various questions that folks have about EVs and their limitations. However in fact, there’s nonetheless lots in regards to the iX’s design. Right here’s a quote:
You’ll all the time have loads of causes to vary. However the fact is: It’s all the time simpler to discover a purpose to not. It may not be the very best time for you proper now, or maybe you end up within the incorrect place. You may suppose that expertise nonetheless hasn’t reached its peak, or that the design appears to be like unusual.
The monolithic design with few, very exact traces demonstrates character and offers the automobile a contemporary look. The BMW iX is daring and but clear and stylish.
The BMW iX exhibits how we can provide new applied sciences a really fashionable and emotional design.
The entire thing is simply weird. Attempting to persuade somebody that your automobile isn’t hideous is an uphill battle, and also you’re positively not going to perform it with a lukewarm advertising and marketing technique. In the event you’re set on defending your design, present that Austin Allegro man who’s boss.