I beg to differ. It's still too big. Don't need another "SPORTS ACTIVITY VEHICLE" or whatever BMW wants to call it.
And... good riddance. http://www.thetruthaboutcars.com/2010/10/bmw-joy-ad-agency-part-ways/ Let's go back to The Ultimate Driving Machine and call it a day.
Living in joy and harmony I have no trouble with BMW=Joy, because that has certainly been true in my case. Few other cars have ever had me shouting an exultant "YESSSS!" after a particularly brilliant section of road. And the company has been touting Aus Freude am Fahren---the joy of driving---for quite a few decades now. . . Even Beethoven was inspired by Schiller's "Ode to Joy." And what, after all, is our aim in life but the sheer joy of it? Hence the French joie de vivre, the joy of living. Cancel all this philosophical pondering while I clean the damn wheels.
BMW's Joy campaign wasn't nearly as arrogant as Cadillac's 80's Standard of the World Anybody remember the string of disasters that company produced during that ad campaign? Indifferent build quality, the V8-6-4 cylinder shut off technology, the Cimmaron (a 1980's Chevy Cavalier playing dress-up), and the diesel 350 (not even a diesel design, but a gasoline engine adapted for diesel duty -- an oil burning disaster). Nothing like calling yourself "the standard of the world" for setting high consumer expectations, then consistently failing to deliver.
As long as GM keeps using painted cardboard for interiors... ...(as they do in the new Camaro)...I'll keep my 750iL, thank you.
"Standard of the World" The slogan was adopted, not in the 80's, but in 1908, after being awarded the Dewer trophy for Cadi's precision manufacturing. A first for an American manufacturer. Makes me wonder what BMW's status, and peoples reaction to the reintroduction of TUDM a hundred years from now.
