It’s not often you get to see an automaker insult its own products but now’s your chance. BMW has put together a video introducing the latest version of the brand’s iDrive multimedia interface that premieres at this year’s Consumer Electronics Show, and in it, two BMW models come to life—and turn out to be royal jerks.
The video shows the confrontation between two anthropomorphized BMWs: a classic E66 760Li and the new 2022 iX electric SUV that is about to replace it on BMW’s corporate display stand. When the humans leave, the cars come alive. The 7-series starts itself up and goes bumper-to-bumper with the iX.
“Hey, whippersnapper!” the big sedan calls out in a gravelly old-man voice.
“Hey, Grandpa!” replies the apparently-millennial iX.
The cars begin to trade insults, with the iX telling the 760Li “Your time is over” and “It’s impossible to talk to your generation.” The 760Li calls the iX “a toy car” and invites it to “Electric-drive yourself to hell, Tamagotchi!” When the argument turns to the merits of their respective iDrive systems, the 760Li dismisses the iX’s new one—y’know, the one the video is supposed to be promoting—as “Bullshit. Marketing bullshit.”
More barbs are traded, there’s a short chase followed by a reconciliation, and we are left staring at our screen wondering what the eff we just watched. The 7-Series, supposedly one of BMW’s greatest cars, is portrayed as a hey-you-kids-get-off-my-lawn dotard straight out of Central Casting, while the iX is a spoiled brat with little respect for politeness or civil discourse, let alone its elders.
Maybe the stereotype of BMW drivers being douchebags is wrong—in this video, it’s the BMWs themselves that are the douchebags. Proof positive that for all their accomplishments, the Germans have yet to develop a working sense of humor.
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