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Originally Posted by stovesax08
The car looks fantastic and the ideas/application of new technology seems like a win but that video is terrible. All of that "expression of joy" marketing bs...I just hope that the "we make emotion" mindset doesn't replace "the ultimate driving machine" in the product development parts of bmw.
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The "joy" thing is not new. The BMW catchphrase in German has been "Freude am Fahren" for ages. "Sheer driving pleasure" was one attempt at a translation and better than "joy" imho. I guess they are trying to re-orient their english-speaking customers back to the core image of "Freude".