Drew Smith: ethnographer, strategist and host of Rising Minds

It's not a sedan, it's not an SUV, it's not an estate…it's a damn MPV

And the sooner BMW comes clean about this, the better for all concerned!

This video is 3 minutes and 38 seconds of pure marketing hell, cheesy voiceover and all, because the folks from Munich can’t bring themselves to call their Progressive Activity Sedan an MPV.

There is even a point at 1:28 where Mr. Cheesevoice says “…hmmm, so I’m immediately reminded of…” and I said out loud “an MPV” but our friend goes on to say “…exactly, the difference between economy and first class”! I wanted to scream! Just repeat after me assorted Bangles and Hooydonks: “MPV, it’s as easy as 1-2-3!”

Still, given the visual and dynamic cataclysm that was the Mercedes-Benz R-Class, I can understand them trying to weasel out of the “Premium MPV” moniker any way they can.

The more I think about it, and knowing what a disaster the R-Class has been for Mercedes, it’s really interesting that BMW thinks that it can do it better.

Sure, it was the company that made SUVs handle, so maybe it thinks it can do the same for MPVs. Last time I checked, however, rich people with families wouldn’t come within 20 meters of a van even if it did handle. That’s why X5s, Cayennes and Range Rover/Sports exist: all of the space, all of performance and none of the stigma.

Also, given BMWs last attempt at a mash-up, the seriously out of touch X6, I’m not holding out a huge amount of hope.

With any luck, the horrifying/surprising/underwhelming truth will be revealed at the Geneva show in March. I’ll be there to let you know just how MPV-ish this thing really is.

Found via Jalopnik: Geneva Motor Show: BMW PAS Concept Video Invents Yet Another WTF-UV Segment.

Category: Advertising, Car, Design

Tagged: , , ,

No Responses

  1. […] over at BMWBlog got the scoop. You might remember this as the car, the launch video of which I lampooned last week for spending three minutes saying the car wasn’t an MPV. And it’s not. […]

Leave a Reply


© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.