Originally Posted by shicobico
No one said it takes anything away from the driving experience of the car. What I am personally saying (can't speak for others) is that the "driving aspect", the magical essence, the unsurpassed sporty character of a BMW has been largely neglected. These hideous BMW commercials have become so lame, techie-oriented, and have veered so far off the BMW 3 series core message (ULTIMATE DRIVING MACHINE), that they now are trying so hard, to appeal so a very pedestrian demograph, with simplistic gadgetry-commercials - which by the way, a game Toyota, Honda, Audi, MB, Cadillac and their cousins are also capable of playing, and playing very well - perhaps even beating BMW.
It just seems to me like a bunch of corporate execs sitting in front of a big screen power point presentation, voting on which commercial they think would move more cars. A campaign, devoid of any true BMW character.
Ok, I'm not even sure how to respond to that. I would venture to say that very few members on this board have racing on their mind 24/7, or have even raced their car at all (teenie boppers - maybe). Anyway, you're still missing the point. It is very possible to appeal to more people, AND make great commercials ALL WHILE keeping your loyal customers engaged and excited AND sticking to your core message, outlining and highlighting what makes your product unique. It just takes creativity, and an unyielding belief in your product (not an unyielding belief in sales and numbers).
Any other car company can load their grocery movers with technology, luxury, and sell them cheaper than BMW ... no one but BMW can make a 3 series.
The competition is wiser:
1. Buick (FREAKIN BUICK!):
Is it neglect? Or has the BMW 3 been around for so long that the driving aspect of the car (and how wonderful it is) is now just a "given?"
Buick commercial, funny, but its a Buick. Buick's are for grandparents...
Cadillac, probably the same exact car as the Buick underneath. I'd like to see its and the new 335i's ring times compared. I bet they were comparing to an '06 325i non-sport because the new car probably still hasn't posted ring times.
Plus, anyone, with a brain, will look at a car as a financial investment, albeit a bad one (depreciating). Buick and Cadillac have a much worse depreciation factor than BMW. It will take DECADES of building perfect cars for them to change this, if it is even possible. Both of those cars are new, and I would bet money that they will have tons of problems the first year, and then less problems from then on, but sill won't "age" as well as a BMW...
I'm confused as to why people are upset about these ads. They are just a handful of first ads for a new car. I'm sure there will be plenty more and I would bet they will focus more on the driving aspect of the car. So just relax and enjoy them. They tout "The Ultimate Driving Machine" at the end because all BMW ads should be cohesive and have a cohesive feel, even if they are not focusing on the driving aspect of the car. I would think the guy a few posts up that seems to be some kind of marketing specialist would understand/know that, lol. I'm happy they have returned to "The Ultimate Driving Machine" away from "Joy."
BTW, I don't recall seeing ANY of these during the Super Bowl, did I just happen to miss them?