BMW published a four-minute and changeÂ ad a couple weeks ago for the start of the virtual CES 2021 show. Though this would not normally be a subject worth covering, this particular ad seems to indicate BMW believes their own E65 7-Series is for ridiculous out of touch Boomers.
Marketing departments always know what theyâ€™re doing, right?
A Story of Generations starts off with a portrayal of a circa 2008 760Li giving a â€œGet off my lawn!â€� speech to the upcoming iX crossover, BMWâ€™s connected smart EV of the future. The iX has arrived to replace the 7-Series on a special platform at BMW HQ. The ad follows the two carsâ€™ conversation, with the condescending and youthful iX talking to the out of touch and ancient 2008 760Li, â€œHi Grandpa!â€�
Mocked are the 7-Seriesâ€™ consumption, lack of connected capability, and generally terrible Boomer characteristics. â€œHow doÂ you even know what a real car is?â€�
TheÂ iX continues, â€œItâ€™s just impossible to talk to your generation,â€� expanding the criticism to, I suppose, everything BMW produced circa 2008?Â What a stupid car, it doesnâ€™t even talk to you in a connected, Alexa-type way! And those screen graphics! Who could ever live with that?
â€œAn immersive experience,â€� iX says. â€œMarketing bullshit!â€� 7-Series replies. Ya got that right.
BMW explains the ad â€œA firstly superficial bragging and mocking conversation turns into a lesson about development, interdependence and caring.â€� The first half of that statement is certainly correct. â€œFuture? Recycling yard,â€� says the iX. BMW really doesnâ€™t want anyone to own the product they made before the iX.Â Around the middle of the ad, the 7-Series tries to connect to the internet, and a dial-up sound is made because people used dial-up in 2008. An electrical fault ensues because old BMWs have bad electrics, and the iX responds â€œOMG, did you just die?â€�
At that point the tone turns toward conciliatory, and the iX wants to learn things from the drunken 7-Series which actually tasted gasoline like a barbarian. She says to the 7 she just denigrated, â€œYou are a true classic.â€� Clearly, BMW doesnâ€™t believe this. The â€œlessonâ€� portion of the ad isÂ veryÂ short, and limited to about 15 seconds of the 4-minute, 16-second runtime.
At the end, the iX and 7-Series are pictured together on the platform, because they get along now and thereâ€™s space for both of them. But there actually isnâ€™t, because the BMW employee in the start of the ad said the 7-Series had to be moved elsewhere.
The ad is too long, too cringeworthy, and sends a big middle finger to owners of older BMWs who might enjoy a carÂ as ancient as 2008. Imagine what BMW must think of their cars from the Nineties and Eighties? The â€œOK Boomerâ€� message is a poorly chosen one, and the focus on how crap your own flagship vehicle was just a few years ago isnâ€™t the best messaging. After all, BMW was happy to sell you that new 760 in 2008, for a whopping $124,000.
But somehow this ad made it through the various levels of review and approval at BMW New Cars Only LLC. At least the message is out there now: Never buy a used BMW, because not even BMW thinks thatâ€™s a good idea.