[justinnum1]

Originally Posted by Shuttlegoose

all of those new tech things matter now. For the enthusiast, which everyone here is, sure we want the most pleasurable car to drive. Well balance, fun, quick and so on. For the 99 percent of the population that isn't an enthusiast, they like cameras, and tech, and keyless. They still need to market the car to the overall population, not just us

Exactly. Sometimes i think most users here fail to forget that enthusiasts make up probably less than 5% of bmw's customers. Bmw is doing what they have to to stay compatitive and this marketing campaign targets the audience they need to go after. Plus they are funny, i had a positive reaction to them. I've seen some real corny car commercials recently.

[gs24F10]

Hey honey, where the fcuk are you going? Haha

[achien]

Disappointed!!!

Not one out of the six items from the ads contribute to the "Ultimate Driving Machine".

No LSD, no re-active suspension, no super light weight materials...

[宝马.e90]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

Depends how you approach these ads. What really is the "Ultimate Driving Machine?" When BMW first started this marketing campaign, it was to show off the car and the segment they basically introduced/created - that is the driving dynamics of the 3-Series. By now everyone should now that is a staple of the 3-Series. With BMW, specifically the 3-Series, being so much more popular now, BMW can't continue to run with that, they had to market the tech especially to the Toyota/Lexus crowd. Now the Ultimate Driving Machine is driving dynamics + tech features (think complete package now). I don't see this as a cop out because this needed to be done.

Originally Posted by achien

Disappointed!!!

Not one out of the six items from the ads contribute to the "Ultimate Driving Machine".

No LSD, no re-active suspension, no super light weight materials...

This does nothing for the general public - they just don't care about it. Chances are if you're looking for these types of things, you're already an enthusiast therefore you don't need BMW to advertise these things for you. You think the average soccer mom cares about whether or not the 3-Series has a LSD when driving her kids? These ads are suppose to capture the general audience, not the 5% of BMW enthusiasts.

[Theride]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

With thought process like this, BMW would be making E30s forever. Or cars with a seat filled with grass padding.

How is keyless entry, keyless trunk, heated seats/steering wheel etc, taking away from the driving aspect of the car?

BMW or any car company are not making cars just for teenie boppers and people with racing in mind 24/7. They are making cars for everyone. And I shouldnt have to get a prius, a bmw, a porsche, an SUV, a mini bus just to accommodate the various things we deal with day to day.

[UltimateBlogger]

The memory seat ad didn't impress me. They're selling themselves short by not showing how the side view mirrors and steering wheel also automatically adapt to your driving position.

The rest was clever and fun. Short and sweet. Exactly what the Superbowl needs.

[Jason]

Originally Posted by Theride

With thought process like this, BMW would be making E30s forever. Or cars with a seat filled with grass padding.

How is keyless entry, keyless trunk, heated seats/steering wheel etc, taking away from the driving aspect of the car?

BMW or any car company are not making cars just for teenie boppers and people with racing in mind 24/7. They are making cars for everyone. And I shouldnt have to get a prius, a bmw, a porsche, an SUV, a mini bus just to accommodate the various things we deal with day to day.

[F30 King]

haha...nice ads.

[Imola.ZHP]

There are (or there better be) handles on the inside of the trunk so you don't have to mar the paint with your hands! Typical female...

[timmahh]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

Right. Because with the new technology they also made it a FWD, N/A 4 cylinder with a 4 speed automatic and cloth seats with fake carbon fiber and obnoxious lighting.



.............................

[stefan]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

Perhaps they are saving it for the M3..err 4... ad.

[DrivenByE30]

Originally Posted by alexanderlt

LOL.. Steering wheel one was the funniest!

same here!

Originally Posted by summall

LOL. I like the handsfree trunk ad. Cute dog.

my second favorite if i had to choose.
The other 3 are meh...

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.


What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

see answer below :

Originally Posted by Shuttlegoose

all of those new tech things matter now. For the enthusiast, which everyone here is, sure we want the most pleasurable car to drive. Well balance, fun, quick and so on. For the 99 percent of the population that isn't an enthusiast, they like cameras, and tech, and keyless. They still need to market the car to the overall population, not just us

couldn't say it better... for those of us, already convinced, there is no need for commercials... since we are already sold (or in my case, ordered the car :P)


BMW should make a commercial to thank all of its past and current customers show casing the true potential and the joy and the pleasure and enthusiasm provided by the ultimate driving machine...

[zivyn]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

+1

6 ads. 0 related to actually driving. = 0% of commercials showcase the ultimate "driving" machine....

[justinnum1]

Everyone knows BMW is the ultimate driving machine...there hasn't been a question about that in the last 20 years... That doesn;t change with the F30...Like another poster said, nio one here is going to need a commercial to sell them...BMW is doing there best to get the buyers who are undecided between MB, audi, ....right now, technology and gizmos is the hot thing in cars.

[Coni]

Originally Posted by shicobico

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

Exactly! I was excited when BMW announced the change back to the Ultimate Driving Machine, but then it seems like that's all they did. They kept the stupid JOY campaign, but just slapped the Ultimate Driving Machine slogan on it.

[lonestar22]

so wheres the driving of the ultimate driving machine?

[justinnum1]

Why does it need to be driven? Do people buy cars based on seeing them driven on tv? The goal is to get someone in the showroom to test drive...i think they did a good job with these ads. if you are a bmw enthusiasts, you already know the F30 will be the benchmark again...imo

[bimmerJP]

I love how the baby just stops crying when he opens the door

[bl@ster]

LOL. Enjoyed the ads. Very funny.

[KORALLROT]

Originally Posted by Theride

With thought process like this, BMW would be making E30s forever. Or cars with a seat filled with grass padding.

How is keyless entry, keyless trunk, heated seats/steering wheel etc, taking away from the driving aspect of the car?

...

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.

Originally Posted by Theride

BMW or any car company are not making cars just for teenie boppers and people with racing in mind 24/7. They are making cars for everyone. And I shouldnt have to get a prius, a bmw, a porsche, an SUV, a mini bus just to accommodate the various things we deal with day to day.

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!):






2. Cadillac

[miko_10]

The mom one was the best. It's good to see a humorous side of bmw, it adds to the cars character.

[xspeedy]

These ads end with the tagline of "ultimate driving machine" but the ads speak nothing to driving at all. May as well be the ad for a Dodge Voyager minivan, given all the mommy features.