BMW USA launched the first salvo with a tweet directed at Mercedes. It showed an E53 wearing an M5 costume and was accompanied by a message saying “Now every car can dress up as its favorite superhero.”
While this was clearly a dig at Mercedes and their mid-level AMG variant, BMW did wish their rivals from Mercedes-Benz USA a happy Halloween. Despite that gesture, Mercedes decided to fire back with an amazing burn.
Nice one, @BMWUSA. That’s a really scary costume! Especially that radiator grille…
— Daimler AG (@Daimler) October 31, 2019
The company replied to BMW’s tweet by saying “Nice one. That’s a really scary costume!” However, they took things one step further by adding “Especially that radiator grille…”
That’s, of course, a hilarious reference to BMW’s ever growing grille. The controversy kicked off with the unveiling of the X7 and continued with the debut of the facelifted 7-Series. However, things really heated up with the introduction of the Concept 4 at the Frankfurt Motor Show.
The concept’s grille is nearly as tall as the front fascia and it has been decried as everything from buck tooth to a monstrosity. While styling is typically toned down for production, spy photos have confirmed the ridiculous grille is really happening.
This caused a revolt from BMW fans who mostly hated the design. Now, we now Mercedes isn’t a fan either.