BMW faces backlash over social media post comparing X5 to Toyota

BMW has encountered significant criticism following a social media marketing campaign intended to highlight the unique design of its new X5 model. In a post on Instagram, the manufacturer compared the upcoming X5, which features the Neue Klasse design language, to an AI-generated image of a sedan from the 1990s that closely resembles a seventh-generation Toyota Corolla (E100).

BMW labeled the older vehicle as “boring” while asserting, “We don’t just design cars. We give them character.” However, the campaign backfired as commenters defended the classic Toyota design, with many describing it as “classic” rather than boring. Some users suggested that the labels for the two vehicles should be swapped, noting that the older car appeared more attractive than the modern SUV.

Some observers have speculated that the provocative post may have been a form of “rage bait” marketing designed to increase social media engagement. While some fans defended BMW’s commitment to character, the brand has not yet provided an official explanation for the comparison or the negative reception.