#opinions

BMW published a four-minute and change ad a couple weeks ago for the start of the virtual CES 2021 show. Though this would not normally be a subject worth covering, this particular ad seems to indicate BMW believes their own E65 7-Series is for ridiculous out of touch Boomers.

Marketing departments always know what they’re doing, right?

Listen, I know I’ve given Aston Martin a hard time ever since I’ve started writing about cars. My diatribe about the marque choosing New England Patriots quarterback Tom Brady as a brand ambassador netted me no shortage of attention from upset sportswriters and morning DJs who cared more about football than I ever could. To my surprise, the ordeal even landed my name in a book about the NFL that nobody read. Despite the indescribable waves of pleasure I feel from bashing the marketing efforts of any high-end brand, Aston’s cars have historically been quite desirable. In fact, I have a gigantic soft spot in my head heart for the V8 Vantage Volante Timothy Dalton drove around in The Living Daylights.

That bodes well for Aston as I prepare to exercise every ounce of pettiness from within my soul to comment up its 70th anniversary celebration of the Vantage. But then the manufacturer decided to put a bunch in an empty aircraft hangar for a photo op and I suddenly remembered that the Vantage name has been tainted by more than just Mr. Brady.

Two decades ago, the Federal Communications Commission decided to allocate a portion of the radio frequency spectrum for Dedicated Short Range Communications ( DSRC). The plan was to utilize that slice of the airwaves for ultra-modern automotive technologies relating to vehicle-to-vehicle and/or vehicle-to-infrastructure communications. Unfortunately, there hasn’t been a whole lot of activity on those channels.

The automotive industry was concerned it might need dedicated frequencies for use in autonomous-vehicle applications or some, yet unknown, technological advancement. But cable companies are annoyed that it’s being “wasted” and have started to antsy. They’ve asked the FCC to revoke carmakers’ exclusive rights to the frequencies and reallocate the majority of the 5.9-GHz band to the Wi-Fi systems that currently carry internet traffic for cable customers.

Hoping to encourage the commission to see things its way, Ford took FCC Chairman Ajit Pai out for a ride in an extra-special F-150 to plead its case. However, I feel like I can already predict whose side he’s going to take on this issue… and it isn’t going to be the automakers’.