Hello, Yellow, Happy Birthday: BMW Faint Praises Porsche

Thursday, June 6, 2013

Hello, Yellow, Happy Birthday: BMW Faint Praises Porsche

Usually, automakers never mention the competition, especially when you are BMW and the competition is Porsche. Soon, the Porsche 911, according to BMW "the flag-bearer of the German sports car fraternity," will celebrate its 50^th birthday, and BMW has a special birthday greeting.

In an elaborate press drop, it compares the 911 not with equally sporty BMWs, but with the MINI. For that, a yellow Ur-MINI (historically correct in RHD version) and an equally yellow 2.4 L 911 Targa were put side-by-side, for a photo-shoot more elaborate than for many new car catalogs. Today, masses of pictures were sent out, along with a press release that waxes long and poetic of how similar the Mini and the 911 are, both on the road and on the track.

The press release, in the for BMW typical War&Peace-worthy length, can be found here. (BMW definitely does not seem to be worried about TL;NR).

This subliminal message (the MINI equals the mighty 911) is a gigantic put-down, dressed into polite praise. It's a lost art, and I am glad BMW masters it.

Damn with faint praise, assent with civil leer,

And without sneering, teach the rest to sneer;

Willing to wound, and yet afraid to strike,

Just hint a fault, and hesitate dislike.

Alexander Pope (1688–1744)