Mysterious marketing can be fun. It’s a way to pique peoples’ interests and keep them coming back for more. Leave people hanging and they will diligently follow you for answers. However, it can also lead to disappointment due to high expectations and low delivery. Which is exactly what happened in this case.
BMW released a teaser video showing a car, in first person, tearing through the streets with a nice engine note to go along with it. What it had shown led me, and probably others, to believe a new, hot-blooded sports car was on the way. Being that the only part of the car BMW had shown was the front wheel, I had assumed something front-wheel drive; maybe a 2 Series Active Tourer hot hatch or maybe something based on the new Mini . But what it turned out to be, if you haven’t watched the video, was an i3 being driven by a woman with her son in the back seat playing some sort of racing game on a PS Vita.
While this is kind of a clever commercial, and the i3 is a great car, the video was somewhat disappointing. BMW is primarily a sports car company, a damn good one at that, and the idea of a new sports car from its factory is an exciting one, so to find out it’s just a clever i3 commercial is a real bummer. Unfortunately Bimmer got our hopes up, but at least for a little while I got to dream up some wild car fantasies, and isn’t that what being a car enthusiast is all about?
Click past the jump to see the deceitful teaser video that got us all riled up