"... The Bavarian brand has always pushed the limits of what it can do and what it can make but this is truly the furthest BMW has strayed from its heritage. Cars like the BMW 4 Series, X7 and iX are so different, in one way or another, from what BMW is used to making that it’s genuinely stressing customers. Even BMW’s marketing campaigns are drastically different than before....
Of course, BMW can’t make an E46 and E39 anymore, as cars need to be bigger, heavier and more high-tech. However, that doesn’t mean they can’t be as desirable as they once were but they simply aren’t anymore....
However, that’s starting to turn because BMW isn’t the cool, sexy, desirable brand it used to be. Now, that brand is Tesla....
How does BMW come back from here? DeMuro doesn’t know and neither do we. But it sure isn’t a bunch of half-ass social media campaigns in which the stodgy old Germans pretend to be hip. It could start by making cars that are actually interesting, rather than cars with universally-hated grilles and then not doubling down on mistakes by mocking its critics. That’s probably a good place to start.
https://www.bmwblog.com/2021/02/05/v...th-bmw-lately/ the blog that is partial to BMW