BMW has been on a weird marketing streak lately. Let’s ignore the new 4-series and M4 and say that it all started with some tweets that bit them in the ass. Now here is this this rather weird video/commercial thing. It shows a new BMW iX electric vehicle, an odd name as the iX was a symbolism for a fuel-injected engine with all-wheel-drive, talking to the forgettable E65 7-series. It gets weird…

I don’t get what’s going on here. The brand made my beloved E28s, E34s, E36s, and E46s is now peddling interior mood lighting and screens. Cars that would once communicate the road to their drivers, now just communicate bizarrely. Jack Baruth has a good piece on this video and he’s equally confused.

BMW, what is going on there? Flash your high-beams twice if you need help.