Far be it for us to don the cloak of an uptight, finger-wagging, very online scold. That’s the job of other outlets, at least when their staff finish fantasizing about authoritarian purges on social media.
With that in mind, BMW’s electrified “i” sub-brand earns a measure of understanding from us that it might not receive from others. Still… this is truly a ham-fisted attempt at combining an important social message with product marketing.
The above tweet is presented as a screenshot for obvious reasons.
You can see what BMW’s i division was thinking. The message stands up on its own, but grows confused and cringe-inducing when paired with the almost-defunct i8. Yes, by all means do make an effort to stop the spread of coronavirus, thus flattening the so-called curve that, when too steep, overwhelms intensive care units and leads doctors to abandon patients who might otherwise have been saved.
And it’s apparently a good idea to associate that deadly curve, the cause of so much heartbreak in Italy right now, with the brand’s i8 coupe (*massive wink and nod to the car’s enviable road-holding abilities*). Eek! Sports cars are supposed to be associated with being young and sexy and spontaneous and very, very much alive, not images of a beloved grandparent dying alone in a corner of the ICU while the family huddles pensively outside the hospital’s front doors.
This is like Jim Hackett throwing a 50th anniversary BBQ for the Pinto in Dearborn this September — after handing out flyers advertising a “big Blue Oval blast,” complete with fireworks. Yup, Bimmer goofed on this one.
It’s worth noting that the COVID-19-related production shutdowns sweeping Europe and North America impact the i8 very little. The model was already scheduled to cease production in a matter of days.
[Image: BMW; screenshot via Twitter]
Cringe-worthy, indeed. Good thing they didn’t choose the i3 for this message.
“not images of a beloved grandparent dying alone in a corner of the ICU while the family huddles pensively outside the hospital’s front doors.”
I’m going to go drink some more.
Hey, nice social distancing in the convert. Have fond memories cruising the PCH in Cali.
I did not get it. What kind of contribution they are talking about? Are they some kind of scam artists? What BMW i8 which I do not want has to do with it? They should better start making ze German uber-engineered ventilators and masks.
Are we sure that’s a BMW? The grille looks wrong. #deepfake
“not images of a beloved grandparent dying alone in a corner of the ICU while the family huddles pensively outside the hospital’s front doors.”
I can see dad from this scene; looking at gramps through the glass, thinking about wrenching final arrangements…then dad looks down at his kid.
“I think daddy’s i8 is going to get paid off son, and soon.”
Straightnin’ the curves
Flatnin’ the hills
Someday the mountain might get ’em
But the law never will
-Waylon Jennings
Yee hah!
Man every time I see on of these, I think to myself, a m3/4 engine/6MT this could be a 911 T killer out of the box.