BMW Makes Some Bold Claims About The X2 In Their Latest Promo

It’s a bit far-fetched to claim you can “be unique” by buying a mass produced vehicle such as the new X2, but that’s BMW’s message in the ad that follows.

Their TV commercial, which is shown here in the long version, makes several bold statements, and it even shows the brand’s premium sub-compact crossover destroying a few scale model cubicles in the attempt to make itself more noticeable.

Unveiled nearly a month ago, the BMW X2 is a sportier take on the X1. Its exterior resembles that of a hatchback with a slightly increased ride height, and it follows on the footsteps of the coupe SUV niche of the larger X4 and X6.

Based on the X2 Concept that debuted last year, the production version will become available in several versions, with various equipment, from cloth upholstery to Dakota leather, and from gloss black accents to a panoramic glass roof. It also gets, depending on the specified trim, an 8.8-inch infotainment system, color head-up display, and LED interior lighting, in addition to various wheel sizes that range from 17- to 20-inch.

European customers will have to choose, at launch, from the 192 PS (189 HP) petrol and 190 PS (187 HP) and 231 PS (228 HP) diesels, whereas in the United States, it will be available as the xDrive28i that’s powered by a 2.0-liter petrol engine that’s good enough for 228 HP (231 PS).


  • Obsequious Lickspittle

    Anyone can talk a load of sh1t.
    It’s when your potential customers see what you’re referring to in the metal that they realise somebody’ been smoking the strong stuff.

  • JR Glide

    Too bad it’s…………………ugly.

  • ErnieB

    They’re marketing to Russians!!

  • Bash

    I see an angry shouting pig! Why do I see an angry shouting pig?

  • pcurve

    Even though everything is in English, bet you $100 copywriting and ideation were done by German. Usual give away is their inability to tell what’s considered corny and cringe worthy.

  • McF1

    Definitely disliked this advert. Never want to see it again. 🙁
    BMW needs to find another advertising agency.

    • OdysseyTag

      Feel you there.

  • ou95grad

    That reminded me of watching MTV in the 80’s – so many of the videos were so weird, and hard to understand what they had to do with the songs they were depicting.

  • sidewaysspin

    It looks like a squashed box and the interior is, well, generic for a bmw.

  • WTF

    …….how is this different from the Audi Q5 ad comparing it to the in your face and overstyled RX and claiming get something different and stand out….when it’s one of the if not the most boring looking cars in its class and it was even in a basic Black. How are you standing out in an anonymous looking crossover …….

  • Enter Ranting

    So, the message is “be unique – drive a mass market SUV?” One that looks like it’s trying WAY too hard to be sporty.

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