In attempt to put down Tesla’s Model 3 in exchange for highlighting BMW’s plug-in hybrid vehicle, BMW’s only counter protest in its new ad was to argue against the Model 3’s wait time.
In just 30 seconds, the BMW 330e ad blows smoke over offering a better deal. The “better” deal means getting their vehicle faster.
BMW refers to Tesla as “that other electric car company.” What a strange way to phrase BMW’s identity, since it isn’t really an “electric car company.”
The other strange thing is about the commercial is that it almost exclusively focuses on not waiting around for the Model 3. In doing so, more time was spent covering the Model 3 then the 330e’s gas consumption of 72 MPGe.
As an informed citizen, I think I would personally wait for Tesla’s Model 3 that has a starting price of $35,000 compared to 330e’s starting price of $44,000.
Not to mention, Model 3 is expected to have a range of over 215 miles. Compare that to 330e’s range or 14 miles, and you start to wonder how BMW thought they were advertising successfully at all.
As with many ads, it is also misleading, in that BMW implies a serious delay in Model 3’s release, without any possible way of knowing whether a delay would actually occur. It is almost as if BMW is banking on the stereotype of consumers—that individuals want to spend money as soon as possible and have no concept of patience.
Model 3’s actual expected release state is 2017, and although a delay could occur, it does not mean it necessarily would.
An explanation for the ad could be that BMW is jealous of Tesla’s 400,000 individuals who are interested in buying Model 3.