By Robert Farago
April 29, 2008
A sports car? An economy car? A pickup truck? A genuine off-roader? A soup ladle? The reincarnation of an '87 AMC Eagle? Oh wait, maybe the last one. Anyway, the official pre-ad campaign press release reveals that Spartanberg's finest– the X6 "SportyActivity Coupe" — is about to get the Star Wars Episode IV "A New Hope" treatment. The company will project a holographic image of Bimmer's new car truck SAC in the lobby of four prominent Wall Street enclaves (so to speak), complete with the message "You must see this droid safely delivered to Alderaan." The ad agency that devised this hi-tech, what's the word? Solution, clearly understands the vehicle's WTF factor. "The BMW X6 doesn't look like anything BMW has ever produced — you have to see it to believe it," said Duff Stewart, President and COO of GSD&M Idea City. "Our goal was to put this amazing vehicle in front of its best prospects and stop them in their tracks." How come those ad guys never say "and buy it?" BTW: BMW says the X6 is "Coupe's evil twin."
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POWERED
April 29th, 2008 at 8:00 am
Well, at least BMW is honest and straightforward about its reputation as a builder of yuppie wagons!
April 29th, 2008 at 8:20 am
The car you’ve been (porcu)pining for.
April 29th, 2008 at 8:41 am
with a wave of my hand…
This is not the droid, er…car you are looking for
April 29th, 2008 at 9:10 am
“The BMW X6: We hear that it can make the Kessel run in less than twelve parsecs”
“The BMW X6: She may not look like much, but she’s got it where it counts. You can even make a lot of special modifications yourself!”
April 29th, 2008 at 9:21 am
That’s no moonroof.
It’s a vistapanoramafantastic rollaway megatop.
April 29th, 2008 at 9:42 am
Despite owning an X5 and being a big BMW fan, I am still having a hard time wrapping my head around this thing. I think it is basically a CUV with it’s butt trimmed a bit. I think that everybody (including myself) is thinking too hard and listening to BMW too much here; it is was it is.
Luckily BMW make them here in North America because this heavy beast would not be able to jump the ocean from that ramp in Bavaria. It would land somewhere in Bermuda maybe.
April 29th, 2008 at 10:18 am
And SAC sez “Bring me Solo and the Wookie.”
April 29th, 2008 at 10:28 am
I think the ad compaign is truly odd. Not good, just odd.
The first time i saw a billboard with that on it, i giggled. I recited all the things it is not. It is not an ice cream cone.
It is not a vacuum cleaner.
It is not a cell phone.
It is not a earth worm.
I kept it up for a while. Ok, I’m a little obsessive, but it was fun.
It is a stupid car tho. Prob be the next whine at the prep schools, now that they all have x3’s that are coming off lease.
April 29th, 2008 at 10:47 am
Definitely not your father’s BMW! and that is not good.
April 29th, 2008 at 11:52 am
I’ve been a fan of BMW CARS, and will likely continue to be, but BMW’s overpriced SUV/SAV/CUV/POS is beyond me. When my wife and I returned our 325i lease last year, the dealer asked what we got to replace it. When I told him we got an XC90 for space for the new kid and dogs, he asked why no X5. I told him there were 15,000 reasons why.
I have no issue paying a premium for a great, truly sporty car, but not for a “sporty” SUV.
April 29th, 2008 at 12:22 pm
Gottleib: And we all know how well “Not your father’s Oldsmobile” worked out.
April 29th, 2008 at 1:05 pm
I’m sorry, if a vehicle has four doors (plus a rear hatch), it ain’t no coupe.
April 29th, 2008 at 1:05 pm
“A sports car? An economy car? A pickup truck? A genuine off-roader? A soup ladle? The reincarnation of an ‘87 AMC Eagle?”
An ugly POS that is way too big, way too heavy, and way too expensive.
Did I leave anything out?
April 29th, 2008 at 2:14 pm
NO GSD&M NOOOOOOOOOOO!!!! I drive by there 2-3 times a week; I’ll see if they’re surrounded by X6es.
Also, I saw a 128i convertible yesterday. First 1 I’ve seen on the streets.
April 29th, 2008 at 3:26 pm
Joshvar:
That’s funny, as I dropped one off yesterday.
Blue.
April 29th, 2008 at 4:15 pm
Looks like Bruce McCall designed it. It’s the 21st Century Bulgemobile!
April 29th, 2008 at 4:24 pm
Jonny:
I hunger for the review :) I figured I’d see a 135i first in these parts (since I see 3 V10 BMWs daily on my commute), but I had to do a triple take…it was really, really stubby looking. Really. Stubby. Stumpy. Stimpy. OK, I’ll stop.
April 29th, 2008 at 5:20 pm
It’s a luxury dune buggy, of course. Why can’t you all see it?
;)
April 29th, 2008 at 5:27 pm
There is defeniitely something wrong when a car company that is supposed to have a clear well defined mission has produced and brought to market a vehicle that they themsleves are incapable of successfully classifing.
THe BMW X6 brings to mind far too many negative adjectives than any product from a so-called prestigious brand should. For the X6 to succeed BMW is relying on folks believing this thing is “Cool” or “Funky” without any thought of “Serious”. The X6 is NOT a proper sports sedan nor is it a proper SUV, nor is it a real 4×4. What the X6 amounts to a is a silly oxymoronic fantasy for dudes that are actually so “un-cool” that they do not realize they look like a “d–khead” driving this thing. What is it, and what does it say about the driver/ owner; You can’t be a real driving enthusiast in this jack-up boulevard queen and you surely are not an off-road ensthuiaist. You really aint doing much Home Depot runs in this thing and it is obvious that you do transport more than maybe one passanger any great distance.
THe X6 is th eequivalent of a European Escalade.
Somethings just have that effect of “trying too hard”, and the X6 is definately one of those things. This is the type of car that is driven by those guys with $6000 mountian, $5000 cameras, $10,000 computers, but do not know how to use them.
April 30th, 2008 at 6:27 pm
I know what it isn’t. It isn’t a coupe!
A coupe has 2 doors. I don’t care that Mercedes calls their 4 door a coupe as well.