Although they try to avoid them, automakers frequently shine in technological blunders by posting impromptu images and videos. The last ball of its kind is signed BMW.
If you follow BMW on social media, you might have noticed an interesting video recently posted on its various accounts to celebrate the New Year. She was showing a new M2 sliding, smoking its tires. The camera zooms in on the odometer which goes from 2020 to 2021 miles. Of course, it’s a nod to say goodbye to the year 2020 and wish a happy new year 2021 by pleasing all the purists of the firm at Hélice.
The ad clearly targeted the hearts of BMW enthusiasts, but there was a problem. Real enthusiasts will have all noticed that the sound emanating from this M2 did not have much in common with the real sound of an M2. That’s because the soundtrack has been dubbed with that of a screaming V10 engine. An engine that BMW has not offered in the catalog for a long time but that all purists appreciate enormously.
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One turn and then go
You can find this kind of engine at Audi for example, under the hood of the Audi R8. But not at BMW. So it didn’t have the desired effect: internet user feedback was apparently so bad that BMW deleted the clip from the internet. But as we all know, erasing errors from the web is easier said than done.
Jason Cammisa, an automotive journalist, was quick and recorded the clip in question before it was removed, before posting it on his Instagram account. Here is what brings a reflection in the specialized press: but how this kind of advertising could she be validated? In BMW’s defense, this is certainly not the first time that an automaker has made a vehicle make a false engine sound.
The brand’s recent design decisions like the massive grille and the social media fiasco it has caused some internet users to wonder if BMW is not being disconnected from its customers. There is better way to start a new year!
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