What Is Going on With BMW's Weird Decisions Lately?

BMW has made some strange decisions lately. Today I'm going to tell you my thoughts on BMW's recent moves, why they're so odd, and where BMW should go from here.
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  1. Timothy Brake

    Timothy Brake

    Acum 2 ore

    BMW is trying and learning to navigate in this new world where people don’t like their cars. Trying to convince anyone to buy the product is the marketing team and they seem to be failing but selling an ugly car is harder than you would think. The grill is ugly. Deal with it BMW. Step 1: Create alternate grills TODAY for all existing models Step 2: Promote the hell out of the cars with those alternate grills Step 3: Create a cool naming scheme for the alternate grills that elevates the past instead of mocking it Step 4: Create couple of sporty concept cars with better looking grills Step 5: Have leather dashboards as an option on all cars. Can’t believe it’s not available on a Z4! Stop posting mocking content on social media to try to get attention and just create awesome looking cars that gets your heart racing just by looking at it. We all know the engines are top notch 👍

  2. PrayForPeace


    Acum 8 ore

    Is this company Trying actively to get cancelled???!!!

  3. Reza Taghipour

    Reza Taghipour

    Acum 13 ore

    Twitter should be deleted from planet earth! Honestly, it is doing a LOT more damage than good.

  4. EM TY

    EM TY

    Acum o Zi

    Doug, your bouncing about has given me motion sickness.

  5. Luigi de Guzman

    Luigi de Guzman

    Acum o Zi

    Something that would get attention: a BMW Z9, all-electric. If they insist on grilles, let it at least echo their prewar BMW 327 cabriolet.

  6. Almajd K

    Almajd K

    Acum o Zi

    I liked this video just for the thumbnail

  7. Grando


    Acum o Zi


  8. Nermin Okanovic

    Nermin Okanovic

    Acum o Zi

    “20 years ago: 2001” - FACK I’m getting old!

  9. John Redcorn

    John Redcorn

    Acum 2 Zile

    I have never seen a BMW that looks good aesthetically from all angles. Usually they look nice from the rear view, but you see the front and it's ugly as fuck or vice-versa.

  10. Walt Sobchak

    Walt Sobchak

    Acum 2 Zile

    I owned an 2000 E46. Great car, but I would never buy a newer one.

  11. A. Khairi

    A. Khairi

    Acum 2 Zile

    3:33 Easy question. Just say that you aren't using your turning lights.

  12. A. Khairi

    A. Khairi

    Acum 2 Zile

    Ah, BMW. Boomerische Motoren Werke.

  13. T Walker

    T Walker

    Acum 2 Zile

    The ix looks like it's wearing a pair of ass chaps.

  14. Jason


    Acum 2 Zile

    Let me make this clear: I wanna be dead by the time Electricity takes over automobiles. Ok?

  15. Blake Kesh

    Blake Kesh

    Acum 3 Zile

    Idk man I’m 20 and I am not a Tesla fan, I’d take a German luxury car over a Tesla any day.

  16. frog9181


    Acum 3 Zile

    for me as an enthusiast and someone who can only afford one car I want something thats going to be fairly inexpensive to maintain and repair as it ages but still offers enough of a thrill to drive that I want to take it out on the weekend and find a nice shady backroad to cruise on. BMWs just cost too much to maintain over time and are really pricey to fix when things start to break. This is the same reason I don't want to get a tesla. Needing specialized tools and training to do what should be a simple enough job just ends up costing too much. BMWs also have the misfortune of being more money for less performance than a lot of other enthusiast cars out there. A mustang GT can be had for 30k while that barely gets you into a BMW. Same story for a Camaro. If I want to pair luxury with performance I'm more likely to go with something Like a Kia Stinger or a Genesis G70 because they will likely cost less to maintain in the long run. They may have less performance or luxury than a BMW but they cost significantly less for similar performance levels.

  17. Familie Merk

    Familie Merk

    Acum 3 Zile

    If bmw wants to keep their young costumers, they should build more manual shifted m2 and m4 (but please change the grille and get the weight of the car under 1.4 tons, the cars are just gettin to heavy)

  18. Michigan Boy1510

    Michigan Boy1510

    Acum 3 Zile

    I live in Germany and their strategy still works here because no one likes electric cars here... They didn't realize that the US is different to Germany

  19. aliascent


    Acum 3 Zile

    I grew up being transported in 320 and 323 E30s. My grandfather had a 318 E36. Then my parents got second hand 525i and 540i , my grandpa a 520d E39, so I've been surrounded by BMW all my life. When I got my driving license, I got the 525 and drove thousands of miles in it. It was a fantastic car, that I could feel react to my inputs. It was lively, informative, and so was the 520d I inherited. I bought myself an E63 , and I found those traits in it. But when I had the opportunity to drive a newer generation (F30), it felt like driving an appliance. And it has not gotten any better. I feel BMW has diluted their main strength in pursuit of a broader appeal. They could have stuck to their guns and made actually fun and engaging EVs, but no, they went to what seems to be a cacophony of indistinguishable models that are not for the old guard, and don't exactly appeal to the new generation either. To me, the best shot they have is to drop some of their SUVs / crossovers, because they all look the same and are not massively different from the competition, keep the X3, X5 and X6, go back to exclusive, tech-packed sedans and coupes. And to designs that you will approvingly nod at in 20 years.

  20. BC


    Acum 3 Zile

    What's the grill for on an electric vehicle, to cool the batteries? These cars are not just ugly they are fugly!

  21. xevious2501


    Acum 3 Zile

    Of all automanufactures, BMW has long needed a facelift. On the luxury segment, BMW has been like Porsche. a design theme and styling thats says its only the only real thing that differentiates one model from one another is a number bagde. and if your not in the know then youd have a hard time telling one model from another. And thats long been a problem with BMW. never really hurt its sales so we think, but its been a problem non the less. and that lack of design innovation has seen them fall to the back of the back. Great cars but all look the same. and notable never truly evolving. like porsche 911, the same song over and over and over again. cars very different beneath the skin, but utlimately the same ol hash. Now BMW has done something truly different, but again we have a problem. They made a change but certainly not for the better. Who on earth green lit this new cars front facia!!!??? someone at bmw is clearly smoking weed!!. YES the marque needed a change a face lift, but this is that cat women plastic surgery nightmare all over again. Why on earth would you make a BMW look like a chinese version of a fake BMW styled by Will-i-am ??? no.. no.. i wont even go any further. BMW your dead to me.

  22. Juan Carlos

    Juan Carlos

    Acum 3 Zile

    They prepared amazing next generation design but didnt showed yet. Now they use UGLY designed cars to prepare their future buyers.

  23. PSU Wrestling

    PSU Wrestling

    Acum 4 Zile

    I think BMW still has value to its name, but Benz has Galen off a cliff.

  24. No Name

    No Name

    Acum 4 Zile

    When I saw the new 3 series I literally thought their site got hacked and somebody was trolling them, but nope.

  25. Zachizard


    Acum 4 Zile

    The fact that his laptop isn't in the center of the towel really grinds my gears.

  26. Sodium Alignate

    Sodium Alignate

    Acum 4 Zile

    Bmw is getting chinese. You will find them soon on aliexpress there fits the ix design better then ever Bmw i > bmw ix > bmw xi > bmw xin > bmw xi jingping. That what they are doing.

  27. Balto Games

    Balto Games

    Acum 4 Zile

    Hey Doug, did they catch that license plate swiper in your area yet?

  28. once onse

    once onse

    Acum 4 Zile

    This is just a marketing trick/mumbo-jombu, like do u remember Gilet(or whatever its name is) or any before that. It exist to make u talk&think about them, doesn't matter good or bad bc u will forget next the week.

  29. JJ


    Acum 4 Zile

    0:10, Hey y’all on the one hand I like how Doug is railing against social media desperation but we’ve had a few comments about his overdoing the yuk yuk thing lately seemingly trying to up the entertainment factor on ROfilm right?

  30. ClutchCraft


    Acum 4 Zile

    tHiS is MOOOOOOOREEEeEeEeEe DoUg DeMuRo 😂

  31. 1nsTaNtGraNad3


    Acum 4 Zile

    Bmw stopped selling cars for drivers and started selling cars for artists. I don’t want to drive a car that evokes a sense of blah blah blah I don’t give a shit. I want a manual car with a good engine and good handling. I’m willing to pay many thousands of dollars for it. I don’t want to drive a round a painting of a pig nose

  32. Lifted_Above


    Acum 5 Zile

    The last real BMW: M2 CS, with manual transmission. But what is going on with BMW? Same as any corporation which was once good: Rotten management.

  33. VDBSS


    Acum 5 Zile

    BMW's problem here is their 'expansion' (ie cashing in) on their existing brand value has gone on too long and now done nothing beyond brand dilution. Almost every decision they make upsets loyal long-term buyers and alienates hardcore fans of the brand. Not only that but seemingly they're perfectly prepared to abandon the values that bring people to the brand in the first place. Purity of handling and ultimate driving experience has gone by the wayside in favour of mediocre FWDs and crossovers that are simply not the best at what they do. BMW would have done far better to listen to the advice given them a decade or so ago and to create new sub-brands for these projects, but be open about the corporate links between BMW proper and the new FWD or electric/hybrid sub brands. That way, new markets could be explored whilst avoiding ruining the heritage of BMW and to an equal extent, BMW M Division.

  34. Hippie Jugend

    Hippie Jugend

    Acum 5 Zile

    For me best looking and sexiest BMW:s are from the latest five year period. Maybe you 've got old and stuck in 90's.

  35. Peter


    Acum 5 Zile

    BMW = Bring Me (to the) Workshop

  36. Daniel Kean

    Daniel Kean

    Acum 5 Zile

    I just want Doug to start a series where he explains internet trends ! 😂

  37. esathegreat


    Acum 5 Zile

    the ix interior looks like a gay sauna

  38. Elu Herrahaz

    Elu Herrahaz

    Acum 5 Zile

    6:54 man I could stare at this all day long

  39. Arvin Safari

    Arvin Safari

    Acum 5 Zile

    "The Ultimate Throwaway Machine"

  40. Григорий Орлов

    Григорий Орлов

    Acum 6 Zile

    TLDR, let us pray to the car gods that Tesla crumbles and fails completely

  41. Mike McCormick

    Mike McCormick

    Acum 6 Zile

    Always shake my head at BMW owners. They are grossly over engineered and heavy with unreliable tech, boring styling, and unreliable mechanically. They have been resting on their laurels and undeserved reputation for decades when BMW used to be reliable and a real “ultimate driving machine.” But most mass marketed morons who aren’t auto enthusiasts don’t get it. They still think this mass produced, machine made car is a status symbol. Buy Audi if you have to go down that path.

  42. Brian Hippel

    Brian Hippel

    Acum 6 Zile

    That's exactly what I did. Went from a X2 that I actually loved to a Tesla Model Y - and can't imagine going to an ICE car again.

  43. Senator Chinchilla

    Senator Chinchilla

    Acum 6 Zile

    Ugly, expensive, unreliable fancy plastic crap. The planned obsolescence is off the charts.

  44. Husky-Bob


    Acum 6 Zile

    What the hell is that tool kit?! I'm embarrassed for you Doug!

  45. johans Erasmus

    johans Erasmus

    Acum 6 Zile

    If BMW is second who is first?

  46. thefridgeman


    Acum 6 Zile

    BMW tries to appease the US market that wants comfortable, big chariots, the Chinese market that wants flashy front ends and interiors and the European (new car) market that is comprised mostly (80-90%) of leased company cars, that wants high residuals, packed options and uniform, non flashy colors. And, if possible, make it a wagon. Automatic too.

  47. Krunoslav Šokić

    Krunoslav Šokić

    Acum 6 Zile

    ...here's documetary on German car industry and it's demise: rofilm.info/much/video/mpS-moepknyz12Y Basically BMW and other German brands still refuse to embrace EV's cause so much capital was invested over last 100 years into perfecting petrol cars that switching to EV's overnight would mean erasing multiple industres. That's why there are dosen X models and ony one i model (and even that one is just for show). Tesla took them by surprise and now they are frozen in fear by the blinding lights...

  48. Hazardeur


    Acum 6 Zile

    what is this guy talking about? new BMW's not tossable? God damn, they built the M2 CS just recently, the 1m too. Very tossable cars. Of course you don't toss around a m5, it's made for the freaking autobahn and them not being special? well no shit, their housewife SUV's aint special but I got new for you: nobody's housewife SUV's are special. Their M line has been and still is a special car. Also, they have stuff like the M2 CS, not special enough? If you want a company that only does special cars, go to freaking Lotus

  49. Otso Viiskanta

    Otso Viiskanta

    Acum 6 Zile

    You want ugly Tesla? I suppose you know what Porsche and Mercedes are doing?

  50. Marcus Andersson

    Marcus Andersson

    Acum 6 Zile

    BMW probably hired marketing people with fancy degrees in "social media management" or some such bs. The likelyhood of someone like that actually understanding internet culture approaches zero. In all fairness, HR departments are generally clueless about pretty much everything, particularly things that have to with doing anything worthwhile. I imagine most recruiters go "derp, moar credentials, derp, hurr hurr hurr" when they write their stupid buzz word filled bucket-list type job ads.

  51. Uroš Bernik

    Uroš Bernik

    Acum 6 Zile

    “tell us you own a bmw without telling us...” My car looks like an enraged war hog

  52. ch282


    Acum 6 Zile

    what a derpy little company they've become

  53. Harroun Designs

    Harroun Designs

    Acum 6 Zile

    Thanks for liking my tweet! Yeah, that was my X3, broken down on the side of the highway, on my 39th birthday, with 70,800 miles... I'm @apcosteve on Twitter and Instagram. Check out a few of my tweets around April, 2019.

  54. Sweet Water

    Sweet Water

    Acum 7 Zile

    I feel like BMW could gain some traction by making a small retro-looking EV that evokes a sense of the E30. Look at Honda's "Honda E" concept that came out a few years ago

  55. neonblack


    Acum 7 Zile

    Well, for the beginning, fire all of the design team with head designer included and hire some italian design power, which knows what are perfect proportions and attention to detail and that respects the brand's own sporty heritage. It seems you forgot all of that. Those abominations that are now coming out from the factory are not worthy the brands name, nor the bloody fans bmw has (or at least had). Second, you wanna compete with Tesla? well for christ sake make a bloody good looking car with the best range possible, it's that simple! you have all the money in the world to do that and instead you are making some dumass front wheel, wrong looking 1 series and destroying icons with fugly wrong propotions, mass of an elefant and nightmare grils, bloody idiots! I'm a huge bmw fan for 30 years now, owned tons of them but in last couple of years they completely lost their brains, it's ridiculous!

  56. rajiv shah

    rajiv shah

    Acum 7 Zile

    bmw is going the way of ford...and gm! making ugly useless cars

  57. Scricy Cristy

    Scricy Cristy

    Acum 7 Zile

    i still love my E46 coupe. even if it has a cracked subframe:))

  58. gary said what?

    gary said what?

    Acum 7 Zile

    I keep wanting to see it without the blue painter's tape.

  59. DLWELD


    Acum 7 Zile

    So just when cars are going electric and effcient and no longer need major cooling, (provided by a radiator and front grill) - BMW goes all steam-punk on us and has a big blocky front with a giant grill that would cool a steam traction engine. It sure screams stationary engine at us - not nimbleness or fun. Something you might see sitting in an electric power substation perhaps.

  60. DLWELD


    Acum 7 Zile

    re "OK Boomer...." - Car salesman, trying to get me into a new car: "OK Asshole, what's your reason not to buy from me?" - nice. Maybe the translation from Hip-speak to German and back to English lost (or gained) something.

  61. jester26uk


    Acum 7 Zile

    I think this whole pig snout grill fiasco started with the 7 series and the Chinese market and because its a huge market and folks over there like the bigger in your face stuff BMW decided it would be a good idea and pander to that market. The trouble is the west now has to either accept the Hideous new grill or hang on to older generation cars. Its a complete deal breaker for me personally.

  62. Stephen Gregory

    Stephen Gregory

    Acum 8 Zile

    Putting aside abortionate, unfortunate things like the Hummer, the BMW with that ridiculous grille has to be one of the ugliest things I've ever seen. Their designer needs to be replaced immediately.

  63. demonstructie


    Acum 8 Zile

    1. Fire the social media department 2. Re-hire Chris Bangle

  64. Rhishab Dahal

    Rhishab Dahal

    Acum 8 Zile

    Keep the tech, bring the driving experience

  65. chuckschilling


    Acum 8 Zile

    How do they "get it back"? By not following the herd. By giving hybrids/electrics the middle finger and making outstanding (and reliable, at least by BMW standards) ICE cars once more

    • Arvin Safari

      Arvin Safari

      Acum 5 Zile

      Well said.

  66. Heavy Hits

    Heavy Hits

    Acum 8 Zile

    What happened to BMW? They push green agenda, green nonsense which is a boundary-breaking elite utopia.

  67. John Burket

    John Burket

    Acum 8 Zile

    It's SUVs that look like inverted bathtubs that aren't cool, no matter who makes them.

  68. Bes G

    Bes G

    Acum 8 Zile

    As a young guy, I don't want teslas. I want something affordable, fun to drive and with lots of customization.

  69. ً


    Acum 8 Zile


  70. Dongeluv


    Acum 8 Zile

    kidney grill? you mean baboons ass

  71. banshee10000


    Acum 8 Zile

    When looking for a car, reliability is the no.1 priority. I own a 330d E90 and every month something is going wrong on it. Which then, costs a small fortune to fix. Sadly German engineering lately means over engineered unreliable endless money pits. This includes Audi, VW and Mercedes-Benz too. Waste of money. Not buying another BMW again anytime soon. And yes that Grill, Fugly thing ever. Ill be taking my money to the Japanese market next instead.

  72. Soundwave Superior

    Soundwave Superior

    Acum 8 Zile

    Yo that's not a kidney grille no more. That's a lung grille.

  73. ARX 351

    ARX 351

    Acum 8 Zile

    Seriously, how can BMW not know that the majority of their customers are literally boomers?

  74. galier2


    Acum 8 Zile

    Is it only me or does that grill look like Hitlers moustache?

  75. Colin


    Acum 8 Zile

    If BMW wants to make their cars appeal to a younger audience they probably shouldn't have made them absolutely hideous.

  76. Beechgoose 1

    Beechgoose 1

    Acum 8 Zile

    The "ok boomer" was probably posted by a millennial. There's a lot of it about, as opposed to an older employee tryna sound cool.

  77. John Devoy

    John Devoy

    Acum 8 Zile

    Chris Bangle got out in time. BMW executives thought tweaks could continue the vision Chris created. German executive arrogance is very much on display...shame as I had many a good BMW (not in the biblical sense) now they all look like Basking sharks travelling by road!

  78. upthesaturation


    Acum 8 Zile

    not eveyone aspires to piss away their money.



    Acum 8 Zile

    the design of the last cars are horrible and boring. horrendous front grille on 4 series, 3 series boring, 8 series boring, THE X6M is superugly..... The new lights in the back of the car are horrible. they just have to fire the entire DESIGN SQUAD IN GERMANY.

  80. John Miller

    John Miller

    Acum 9 Zile

    Tesla is getting very boring now. They need to come out with a sports coupe

  81. Sed Money

    Sed Money

    Acum 9 Zile

    BMW should start selling cars with turn signals in US. It is very annoying they have to use honk, tailgating or engine roar to communicate with other traffic participants.

  82. Arunix


    Acum 9 Zile

    Kidney grill? I always thoughts its a ballsack

  83. Clifford Deveza

    Clifford Deveza

    Acum 9 Zile

    I'm from Austria. The Europas have a different view. Bmw is still very popular here. But i agree with Doug about the gril, its just too big.

  84. Yuuki M

    Yuuki M

    Acum 9 Zile

    That iX screams supercar blondie all over it...😑

  85. Cephalon Zero

    Cephalon Zero

    Acum 9 Zile

    First thing that popped in my mind is this Russian song about BMW. Seryoga - Tschornije Bumer "Black boomer, black boomer The girls really like it " But okay BOOMER :D

  86. Dave Beam

    Dave Beam

    Acum 9 Zile

    Can you please wave your hands a bit more on your next vid? Thanks!

  87. Brody Harris

    Brody Harris

    Acum 9 Zile

    Even though I’ve never owned one (I’m only 18), I do have a soft spot for BMW. My brother actually worked at a BMW dealer and financed an F30 328i M-sport (planning on taking over the loan), and he even brought me to the dealer and gave me a ride in a BMW i8 (not just any BMW i8, check my channel). Ever since he got the job there and showed me around I have loved the brand, loved the design, I have had loads of BMW brochures in my room that I used to love to look at. But now, I dunno. It’s sad to see the path they are going down. They are going from the ultimate driving machine to the ultimate embarrassment and it’s something I don’t want to see happen...

  88. EntropyFan


    Acum 9 Zile

    Off warranty BMW's have the rep of a Northstar Cadillac.

  89. ron polk

    ron polk

    Acum 9 Zile

    I've driven 3 series coupes my whole adult life from the E30 to the E92. The E92 is the WORST car I've ever had. My whole ownership can be described in one sentence; "it's always leaking fluid because of bad plastic." I'm on my 5th radiator, 3rd valve cover gasket and 2nd heater core. The whole coolant system is new from upper and lower coolant hose, expansion tank and engine coolant pipe. And today, it's still leaking coolant. It has an "Intelligent Battery Sensor (IBS) that, if it fails, will deplete your battery of power overnight. It's counterproductive if you ask me. THEN, they discontinued the 3 series coupes? I clearly picked the wrong brand to be loyal to. It seemed so consistent but now I'll probably get a Tesla or something. It will be weird to not have a bimmer but I can't endure another unreliable car.

  90. B Rich

    B Rich

    Acum 9 Zile

    That shit is hideous 🤮

  91. IT GURU


    Acum 9 Zile

    Just bought a 2021 M340i. The last good looking BMW. Perfect performance and usability. Hoping it will last for the next 4 years.

  92. Niko Bella-Khouf

    Niko Bella-Khouf

    Acum 9 Zile

    Scotty Kilmer says it's a money pit to avoid.

  93. Niko Bella-Khouf

    Niko Bella-Khouf

    Acum 9 Zile

    That's what they get for alienating their loyalist enthusiasts. Just like what happened to Nissan. I don't feel bad for them.

  94. Niko Bella-Khouf

    Niko Bella-Khouf

    Acum 9 Zile

    Who really wants a Tesla? They only sell 1% of new cars in the US.

  95. Niko Bella-Khouf

    Niko Bella-Khouf

    Acum 9 Zile

    Real smart to mock and piss off the only generation that can afford your products

  96. Sellisa


    Acum 10 Zile

    In San Francisco they joke about BMW being the middle management mobile.

  97. Buellterrier


    Acum 10 Zile

    One has to consider that the market share of BMW in China is bigger than the market share in Germany. As it turns out, majority of Chinese like the big, gaping grill design, according to a survey. Therefore, the designers followed where the money goes. Doug is right though, at some point the brand becomes too common and less desirable, e.g. you see so many BMWs in Australia, they are cheap there (most are made in China). When this continues, those few, loyal BMW consumers who want prestige, driving feel, and a premium product will turn to other brands.

  98. mahdirobotics


    Acum 10 Zile

    "tell us you own a bmw without telling us you own a bmw" I spent more money on repairing my car than the money i spent on my family

  99. isha c

    isha c

    Acum 10 Zile

    BMW: the ultimate driving machine Then it gets its doors blown away by a Tesla at stoplight while waiting for its stop/start ignition

  100. Sam


    Acum 10 Zile

    Excellent BMW analysis !!!