Hello, Yellow, Happy Birthday: BMW Faint Praises Porsche

Bertel Schmitt
by Bertel Schmitt

Usually, automakers never mention the competition, especially when you are BMW and the competition is Porsche. Soon, the Porsche 911, according to BMW “the flag-bearer of the German sports car fraternity,” will celebrate its 50th birthday, and BMW has a special birthday greeting.

In an elaborate press drop, it compares the 911 not with equally sporty BMWs, but with the MINI. For that, a yellow Ur-MINI (historically correct in RHD version) and an equally yellow 2.4 L 911 Targa were put side-by-side, for a photo-shoot more elaborate than for many new car catalogs. Today, masses of pictures were sent out, along with a press release that waxes long and poetic of how similar the Mini and the 911 are, both on the road and on the track.

The press release, in the for BMW typical War&Peace-worthy length, can be found here. (BMW definitely does not seem to be worried about TL;NR).

This subliminal message (the MINI equals the mighty 911) is a gigantic put-down, dressed into polite praise. It’s a lost art, and I am glad BMW masters it.

Damn with faint praise, assent with civil leer,

And without sneering, teach the rest to sneer;

Willing to wound, and yet afraid to strike,

Just hint a fault, and hesitate dislike.

Alexander Pope (1688–1744)












Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Flybrian Flybrian on Jun 06, 2013

    *Insert photo of 5er GT here*

  • Mpresley Mpresley on Jun 07, 2013

    Harley Davidson motorcycles have more in common with Bowling Alleys than BMW to the original Mini. I remember riding in a Mini once, around 1974, going up a dirt road to a place in the Black Forest to drink. Sure... everyone would have preferred a Porsche, but how the hell are you going to fit four people in a 911? Hard enough in an original Mini.

  • Varezhka Of all the countries to complain about WTO rules violation, especially that related to battery business…
  • Carson D At 1:24 AM, the voyage data recorder (VDR) stopped recording the vessel’s system data, but it was able to continue taping audio. At 1:26 AM, the VDR resumed recording vessel system data. Three minutes later, the Dali collided with the bridge. Nothing suspicious at all. Let's go get some booster shots!
  • Darren Mertz Where's the heater control? Where's the Radio control? Where the bloody speedometer?? In a menu I suppose. How safe is that??? Volvo....
  • Lorenzo Are they calling it a K4? That's a mountain in the Himalayas! Stick with names!
  • MaintenanceCosts It's going to have to go downmarket a bit not to step on the Land Cruiser's toes.
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