Yeah, I saw this in Car&Driver yesterday. At first I was a little skeptical but now I think this ad is well-crafted.

who is it pointed at ????? And whats the point ?????

No, we will not build a car more reliable than a Hyundai.

“who is it pointed at ?????”

Certainly not at choleric people like you.

it’s directed at bmw fans and anyone who’s talked to bmw fans about bmw. I know my friend who’s thinking about buying a bmw (since i don’t stop talking about mine) would definitely be effected by this ad.

A well done ad, and no one can argue that it’s 100% true, which is exactly why I, and many others, Love BMW. It’s not for the badge; but rather what the badge represents.

sorry, should read “no one can argue that it’s not 100% true”

In other words “Being the parent company that makes its children company do the vanilla thing is good.”

F Bangle!

Spewing garbage to create an image. Sure, it’ll work with those who are uninformed and easily swayed.

Really, who is it pointed at? I won’t buy overpriced, unattractive, underbuilt German engineering. Like “Nobody” posted, until they get their quality up to snuff, I don’t care what marketing CRAP they put out.

What a waste of a news release.

This ad will definetly effect people, like BMW’s cars it’s good , real good.

SO THATS WHY MY BUDDY WENT OUT AND PUT 22′S ON HIS HYUNDAI, – CAUSE ITS SO MUCH BETTER THAN A BMW, WHAT A CROCK OF ****. SURE A HYUNDAI WILL STILL DO THE POINT A TO POINT B THING, BUT WHAT ARE THE PERFORMANCE ATTRIBUTES LIKE? WHAT MATERIAL IS THE INTERIOR? I BET ITS NOT ITALIAN LEATHER. A BMW IS JUST AS THEY STATED. THE TOP OF THE TOP. AND THEY ARE NOT GONNA SELL OUT TO A COMPANY THAT WILL PUT THAT REPUTATION IN DANGER. MAKES ME ALL FUZZY INSIDE.

“BOB”, nobody said Hyundai is the “top of the top”. But many have said their build quality is higher than most.

Image, unfortunately, is about perception, not fact. So those who want to fit in and who believe BMW is EVERYTHING will be swayed. I will not be. Much like M-B used to be quality 2 decades ago, they too have fallen to sub-par status. Won’t touch that either.

BMW is not top of the top … it’s what YOU believe, not what I believe. You are blindly following the image.

Not the best build quality, not the best looking, not the fastest … so what the hell are they doing charging the most?

BMW is for the rich stuck up people anyways.

This ad is aimed squarely at the Lexus and possibly the Audi / Infiniti buyers.
C’mon, the Lexus ES just screams “blah.” I mean their cars (except for the one 300hp engine ) are about as exciting as rice cakes, but they sell.

And I think this philosophy filters through to Mini and Rolls (to some degree).

“No, we will not build a car more reliable than a Hyundai.”

Comment by Nobody

Um, what do you mean by that?

Here’s the problem with auto companies – the “bean counters” . Those upper level accountants that put the ixnay on additional features, and give the “well, if we only use this much extra plastic/metal/etc. instead of the proposed amount, the savings in cost will offset the loss of quality” BMW as well as other auto engineers are some of the finest in the world, however, they get their hands tied or outright cut off when it comes to the final say. Case in point – I drive an E36 M3 – amazing car, 50/50 weight distribution, perfect balance of practicality and sportiness.. however, due to some cost cutting, the original plastic water pump was prone to failure, as well as additional plastic components used are also, and the rear shock mounts have to be replaced on a regular basis due to those same “cost cutting” measures. I can’t say it’s the engineers that would intentionally build sub-par components, since these are the same amazing people that designed some of the best cars in the world, and really know what it means to have a ” practical performance ” auto. The problem is, when there’s a “bottom line” involved, you have to show the ability to make money. Look at the 8 series BMW – arguably one of the most advanced engineered autos ever, however, due to the costs in production (in conjunction with other factors, i.e. downturn of economy), it was canned.
And btw – I figure it’s either a flame or a joke, but JW’s comment about BMW’s “for the rich stuck up people” is only partially correct. Many do buy BMW/Mercedes/etc. for the “status” factor, however, there *are* quite a few enthusiasts that enjoy the drive of a well designed vehicle, and the fun it provides. *I* for one am certainly not “rich”

BMW knows what DRIVERS want (for the most part). I think this ad is basically saying that they aren’t going to start doing front-drive cars, or anything of that nature.

Then, “mach3″ …

If this marketing campaign can claim independence and the ability to say “no”, they can then tell their bean counters, “NO”, and build a better product – one worthy of taking a large sum of money from my pocket.

The problem, as a result, is a car even MORE expensive than it already is.

I won’t even bring up the looks department.

yah seriously, if bmw isnt owned by accountants, then i would surely expect their cars to be on the level of porsche (for all their talking). but they arent, porsche is probably the best example of a car company that doesnt cut corners and charges the market price for it. no other car is like it or can touch it, even more expensive ones (namely BMWs). this new ad campaign is a thin veil that will only keep existing BMW fans, not convert others to BMW. go ahead, think that BMW is “independent”…

Wow, they must be doing something wrong.
Another one from today…

http://www.leftlanenews.com/2006/05/02/april-us-car-sales-roundup/

I’ll simply restate what I said before: The problem is, when there’s a “bottom lineâ€? involved, you have to show the ability to make money. All car companies do cost cutting measures, it’s an unfortunate necessary evil. Porsche is no different in that respect – I implore you to tell me that no Porsche (or any car for that matter, expensive or not) that’s been sold has had any problems, and that some of those problems have been due to a call to use a slightly inferior part/material for cost cutting measures. I’m by no means disrespecting either Porche or BMW, but, to make blanket statements like “it never cuts corners ever” I think is misleading.

As far as their advertisement, it’s just that, an advertisement. By no means is it canon. People drive what they like to drive. As far as convincing others to try a different car, heck, all car companies do it. Real enthusiasts respect performance cars for what they are, and aren’t so brand-specific that they think their particular manufacturer is the be-all end-all of all cars ever. Respect for any other manufacturer or enthusiast is what the automotive experience should be about. Yes, I drive a BMW, but does that mean I think they’re the only cars that should be on the road? No. I respect what Chevy has done with the ‘vette, what Porsche has done with their myriad of sports cars, what Ford has done with the GT and tuned ’stangs, what Dodge has done w/ their SRT series, and so on.

#20 – if you think BMW is not converting anyone, analyze the recent sales data. BMW one of the very few automakers which consisently have posted double digit sales growths in past several months.

#10… underbulit german engineering? is that why they handle better, are faster than and more technologically advanced than most other cars on the planet? i mean seriously how you can even think that beemers are underbuilt? those things had more wiring than a space shuttle in the previous generation and i can tell you that a standard BMW 5 series is considerably better engineered than any chrysler or cadillac or even lexus you can buy for the same money. i mean the ‘new’ 300c has a previous generation mercades e-class chassis. there is no chance that the 300c is more engineered than a beemer. The money they pour into suspesion, the engine, the admitedly flawed i-drive and such like. if anything they are over engineered.

Dean – you seem to have an anti-german car complex…care to explain who do you see as overall valid alternatives to BMW (not counting germans) and within its target markets?

you make it sound like BMW is GM…come on now

I’m not rich or stuck up.

I can afford a BMW… I just can’t afford fixing it.

This is a big one to all …

1. #23, what does double digit sales have anything to do with build quality, speed, and aesthetics? The fact that lemmings follow the supposed holy grail means nothing. I should get a tatoo because it’s “cool”. Blindly, to some degree, choosing a car based on image (and you’ve all lost the point of this discussion which was the stupid marketing tactic, which will work for the lemmings) is WRONG.

2. #24, yes, UNDERBUILT German engineering, that’s what I wrote. You seem to ignore that these cars are considered, for most, luxury cars. And when someone spends this kind of money … sorry, when someone responsibly spends this kind of money, build quality should be at least, if not far better, than a Hyundai, which is about half the value.

Nobody brought up the 300 as a vehicle to compare, but it is far cheaper, so I wouldn’t even discuss it, other than to say it would be interesting to see how many issues it has versus the BMWs in terms of repair. Bring up something like, say, a G35 and this discussion would take on a whole other dimension.

#24, ABSOLUTELY no anti-German anything. But I am anti overpay, underreceive in looks, quality and speed. This has nothing to do with any specific car company, although the example of GM during the past couple decades is reason for their present doldrums. You reap what you sow.

One example, and I’m not biased towards any company … the G35, and this discussion would be better 2 years from now when the new model is fully evaluated.

Anyway, back to the point of all this … the marketing campaign (please read the top of this page) is a failure and a waste of time … although it will work for the blind, image-conscious lemmings.

sorry, the second #24 should have been #25, prefaced by 3.

I never knew BMW had an ego problem.

Who do people compare BMW to that has a parent company? Mercedes-Benz?

Anyways, this advertisement is aimed at richer people who wish to stand out.
“such as building our vehicles with 50/50 weight distribution for superior handling and control, despite the fact that it costs more to build them that way.”

For many Americans, low cost and big decent car is good. Can the BMW 3 series outsell the Chevy Impala? I think not.

I agree with #30…I dont need automatic windshield wipers…are you too lazy to turn a nob? Rich people just want something that makes them seem superior to everyone else..if I was rich I would continue to buy Dodges and Chevys…I don’t need a car to tell people how successful I am.

The 3-series is a pretty vanilla car around here. It probably rivals the Accord in popularity.

I have a ton of respect for BMWs, but… they’re not for individualists anymore.

i like imports and i love bmw,, dont even talk to me about other car brands. bmw is all around the best cars IMO. great performance, sleek exterior illuminations, nice interiors, awesome performance line, lets not forget how they can handle.

and i dont know why some of you are comparing bmw to chevy or ford. hah yeah im sure bmw is ford and chevy’s main concern. let ford and chevy deal with the imports.

lets see my mom has had her 3-series since 2000 and has had no problems with it what-so-ever. my parents aren’t rich nor stuck up.

I think it’s brilliant!!!!

They got your attention and talking about it… Bottom line is… That’s all they want attention….

BTW – I love my BMWs….

BMW make great cars that advertises itself. No need for attention grabbing propaganda that make themself look like whining babies. One commercial that I really like was a race between a lexus gs400 and bmw 5 series on a mountain road. The bmw ended up falling off a cliff… It’s funny and catchy. Bmw could poke fun at the competitors without looking like an overbearing aggressor. It’s needless and idiotic.

How many times should I write it? Starting to be retarded. The car is insanely good. The solidity. The smell of the leather. The plastic as well. Lots of plastic. I’ve owned BMW in the past, but NOT a Bangle designed one. His body styles DO NOT LOOK GOOD!