Industrial Trash Talk Between BMW and Mercedes
Cooperation between automakers is a good way to cope with rising costs but, if we’re being honest, it’s much more exciting when they don’t get along. Think about some of your favorite automobiles. Odds are good that they have a counterpart from another manufacturer they’re supposed to be warring with — Mustang vs Camaro, WRX STI vs Lancer Evolution, Camry vs Accord, Gremlin vs Pinto.
The best rivalries are between manufacturers, as those provide ample opportunity for snide marketing. If we had our druthers, automakers would be forced to compete in biannual gladiator-style competitions that open with scored trash talk. But dreams rarely come true; automotive bloodsports probably require a few years of heavy planning, too.
Luckily, industrial-grade insults aren’t something we have to wait for. To our delight, Daimler AG and BMW Group were going at it on Halloween.
It started when BMW tagged Mercedes-Benz in a Twitter post that showed one of its sedans disguised as a Bimmer for the American holiday. “Now every car can dress up as its favorite superhero,” the Bavarian automaker teased.
Daimler fired back within minutes: “Nice one, @BMWUSA. That’s a really scary costume! Especially that radiator grille…”
With the two companies now partnered on a range of mobility projects, we imagine some punches had to be pulled. And yet this is the kind of marketing we’ve repeatedly said everyone wants — and the response to the putdowns support the claim. BMW’s initial insult garnered more attention (comments, retweets, likes) than anything the company has pushed to its Twitter page in months.
Granted, the exchange was little more than a clever way of saying “your brand stinks,” garnering the obligatory response of “no, your brand stinks.” But isn’t this the preamble to every professional wrestling match or governmental election? Besides, it’s fun, easy, and doesn’t require much in the way of critical thinking. You just side with whomever you already like, or had the best putdown, and move on with your day.
Now every car can dress up as its favorite superhero. @MercedesBenzUSA from pic.twitter.com/Gpb5rvzEer
— BMW USA (@BMWUSA) October 31, 2019
[Image: BMW]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
More by Matt Posky
Comments
Join the conversation
...and then the Alfa Romeo Giulia said, “Do you want to see something really scary?” (hopefully not too obscure)
In terms of aesthetics the Mercedes design language looks garish and crude. Like a golden toilet seat. Incorrect use of negative space, lack of breathing room for focal elements, garish accents. BMW designs look organic, thought out and feature congruence. BMW (athlete in suit) design language is objectively more correct in terms of aesthetics. Merc simply says money can’t buy class.