BMW Lambasted For Using Models And Internet ‘Celebrities’ To Promote XM

BMW really wants the world to know about the hybrid XM and has recruited a host of famous models, influencers, and entertainers to promote the SUV.

The highlight of the XM campaign is a partnership with Naomi Campbell. Not only has the 52-year-old supermodel been recruited to promote the XM on her social media channels as the face of the ‘Dare to be You’ campaign but she will also design a one-off version of the XM.

Campbell isn’t the only person featured in the campaign. Over the past couple of weeks, BMW’s Instagram page has been flooded with posts of influencers and entertainers posting selfies and posing with the XM. Perhaps the most famous of them is 37-year-old Ciara, an American singer with almost 34 million Instagram followers.

Others called to promote the BMW XM including Nigerian MC Skepta, model Aleali May, Gabriel Wickbold, skateboarder Ishod Wair, Bloody Osiris, and NFL player Victor Cruz.

While BMW is generating some publicity with the campaign, it is being ridiculed in the comments section of its Instagram posts.  

“Wow do they need a new media strategist. Painful,” one comment reads. “It’s not too late to stop this XM marketing campaign!” says another. “Who’s in charge of this Instagram…they need to be replaced,” another comment says.

Read: BMW Is Reportedly Working On A Six-Cylinder Version Of The XM Hybrid

While the performance and levels of luxury offered up by the BMW XM are impressive, it seems many people have been put off by the SUV’s design which, let’s be honest, is sinfully ugly. Sure, it’s unique, but by now we would have thought the collective outrage would have prompted BMW to rethink its design philosophy.

Production of the BMW XM kicked off last December. It’s not yet clear how many units BMW has managed to sell but despite its unpopularity on social media, we suspect there will still be plenty of wealthy individuals who will place an order for one.