[Spydert]

These two adverts were released by the same company within the same month:

The first is a fantastic celebration of what to many remains the 'ultimate driving machine'.

The second, I don't even know what it is.

[Germanauto]

I don't see anything wrong with it. We are living in a very global and tech-heavy world today. BMW has a much broader range of clientele than in the past and has to market to them all.

Unfortunately for us enthusiasts, that means many of their products aren't as driver-focused as we'd like them to be. Consumers want branding and tech, not steering feedback or taut body control at the limits in a corner. I can complain about it all day but there's no point. A least there's a handful of M division models that still keep me interested in the brand.

[KevinC]

Originally Posted by Germanauto

Consumers want branding and tech, not steering feedback or taut body control at the limits in a corner.

Maybe mainstream "consumers". Not the M-car consumer. We still want that stuff. There's no reason BMW couldn't continue to crank out legit M cars - they've shown us they still know how, but they've lost their focus catering to the "mainstream" buyer who does want "branding and tech". The "M" branding is now EVERYWHERE and no longer stands for Motorsport, but now stands for Marketing. Funkdat. Spin off the M division entirely if they must to allow it to focus on the real M-car customer. We're still out here.

[Germanauto]

Originally Posted by KevinC

Maybe mainstream "consumers". Not the M-car consumer. We still want that stuff. There's no reason BMW couldn't continue to crank out legit M cars - they've shown us they still know how, but they've lost their focus catering to the "mainstream" buyer who does want "branding and tech". The "M" branding is now EVERYWHERE and no longer stands for Motorsport, but now stands for Marketing. Funkdat. Spin off the M division entirely if they must to allow it to focus on the real M-car customer. We're still out here.

There are a lot of people I've come across with money to burn who want an M model just because it is the best and most prestigious, not because they actually care about driving beyond mashing the pedal. "Mainstream M consumers" are also a thing.

But I agree with your sentiments. Some of these cars could be harder edged. The F87 M2 was great, but consistently still got comments about its steering not being communicative enough. Anybody who picks the less "prestigious," less lease-friendly M2 over the M3 clearly does so for a reason. Give them the hard edged sports coupe they want.

[GuidoK]

Originally Posted by Spydert

The first is a fantastic celebration of what to many remains the 'ultimate driving machine'.

Generation X

The second, I don't even know what it is.

Zoomers

[paquet]

Originally Posted by KevinC

Maybe mainstream "consumers". Not the M-car consumer. We still want that stuff. There's no reason BMW couldn't continue to crank out legit M cars - they've shown us they still know how, but they've lost their focus catering to the "mainstream" buyer who does want "branding and tech". The "M" branding is now EVERYWHERE and no longer stands for Motorsport, but now stands for Marketing. Funkdat. Spin off the M division entirely if they must to allow it to focus on the real M-car customer. We're still out here.

I've bitched and complained about this a fair bit - the M branding being everywhere - "whore of Babylon" level. at this rate, I would not be surprised to see M branded toilet paper (for that faster wipe)

[wtwo3]

I actually don't have a problem with that 2nd ad. It doesn't appeal to me, but it's also not completely ridiculous like the G80/82 marketing campaign was, or this latest "preview" we got of the G87.

BMW must have completely different marketing departments for different projects... and when I say different departments I mean like a completely different demographic of employees. There's no way the team that made the M5cs commercial and this 1st video are the same people that made the G8x ads.

[DrFerry]

But I really liked their olde Ads. Especially the EU ones. Like this one.. "What happens when E92 M3 meets E90?"
.

[Spydert]

Originally Posted by GuidoK

Generation X



Zoomers

[Spydert]

Originally Posted by wtwo3

I actually don't have a problem with that 2nd ad. It doesn't appeal to me, but it's also not completely ridiculous like the G80/82 marketing campaign was, or this latest "preview" we got of the G87.

BMW must have completely different marketing departments for different projects... and when I say different departments I mean like a completely different demographic of employees. There's no way the team that made the M5cs commercial and this 1st video are the same people that made the G8x ads.

Yep. Almost like two different companies entirely.
And while it may not matter since a company can be a sum of many parts, it does for one that built its entire reputation on building ultimate driving machines.

And I have a big problem with the second ad - beyond it not resembling anything we’ve seen from BMW in the past - and it’s that; is BMW now marketing the 7 series to Gen Z? That is part of their demographic market for a 7 series?

[KevinC]

Speaking of their old ads.. from 14 years ago:

[Spydert]

From a time when the company knew what it was all about.
When they had a clear identity.

[yousefnjr]

Well she’s easy on the eyes that new 7 looks more Rolls than ever

[spammysammich]

Originally Posted by DrFerry

But I really liked their olde Ads. Especially the EU ones. Like this one.. "What happens when E92 M3 meets E90?"

Anybody that closes my frameless doors by the glass gets a stern warning. They do it a second time, they're walking. Especially when it comes to BMW window regulators.

[paquet]

That first commercial makes me so happy - seeing all the M1's and the brake discs glowing red is just joy

[kyriian]

Originally Posted by wtwo3

I actually don't have a problem with that 2nd ad. It doesn't appeal to me, but it's also not completely ridiculous like the G80/82 marketing campaign was, or this latest "preview" we got of the G87.

^this
i cars are very different than M cars and they are meant for very different people.

Honestly, BMW's marketing department may spin oddities every now and then, this isn't one of them. The design team on the other hand...

Interesting how they didn't even put the XM, the supposed culmination of everything M for the past 50 years, in an ad for M

[Mavus]

xm for xtreme marketing has nothing to do with real M philosophy

it is ok to make money grabs but as a premium brand you need to have halo uber car that demonstrates perf and emotion

[bmw1racer]

The Ultimate Tech Machine.... Ugh.

[zx10guy]

This was a fun ad they did but seams even on the Motorrad side they're not focusing on the great performance and tech they're churning out with their motorcycles. As I said in another thread about the 50th Anniversary of M, the fact they snubbed and left out the M1000RR which is the very first M model for any Motorrad bike is a testament to this.