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Unfortunately, it feels more like damage control at this point. I don't fault BMW with taking a design risk. Personally, I really don't like big grills on cars, but other people do like it. I think where they completely lost me was their idiotic ad campaign (especially the iX) which frankly came of as condescending and immature.
They basically dressed up this sentiment with nicer words: "Fuck you, buy it otherwise you're an out of touch geriatric with one foot in the grave". I'm 38, so it just comes off as insulting.
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