BMW i4

How horribly pretentious. Parts of it work, but the front is unspeakable.

Tacky. Does the i4 badge on the back really light up? If so, that is beyond hideous. It also looks like an Audi A5 with some BMW bits on, and what the hell is that dash all about? Looks exactly like the awful monstrosity from the BMW M8 that was on Top Gear - a trapezoidal double sided rev counter that makes no sense.

And as for the colour, I thought Jewish Racing Gold was only reserved for early Lexus LS400s and mid 90's S Classes.

And doing a bit of mindless vandalism while they waited.

I was going to say that the illuminated badging is because it’s a concept car, but the new X6 has a backlit grille, so could well make it to production.

It’s a huge if, but if it wasn’t for the gopping grille, it would be an interesting car.

I haven't watched the video as our server is playing up, but from the still photos, the external design looks sleek and attractive (if a bit derivative) in all respects except for the front.

Which looks like a naked mole rat squinting with the effort of curling one out.

I'll just leave this quote here for your enjoyment....

‘BMW is becoming a relationship brand. the old black ring was replaced, letting the new logo radiate more openness and clarity,’ comments jens thiemer, senior vice president customer & brand at BMW. ‘we want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW. in addition, our new brand design is geared to the challenges and opportunities of digitalization for brands. with visual restraint and graphic flexibility, we are equipping ourselves for the vast variety of touch points in communication at which BMW will be present, online and offline, in the future. the new logo and brand design symbolize the brand’s significance and relevance for mobility and driving pleasure in the future.’

Astonishing drivel.

I've tried using touch points in communication but generally it just leads to an uncomfortable interview with HR. 

The worst part is, someone is paid to write that, and when they're done, they stand back and read it, and say:

"Yes, that'll do"

It's basically a word salad.

When car people start talking about touch points it makes me misty eyed for the days of physical buttons rather than sensation free bits of glass.