BMW's AI Slop Punches Down at Toyota, Calls an Old Corolla "Boring" for No Reason

Calling a Toyota Corolla "boring," totally ignoring the technical partnership between the two brands, turned into a lesson about how a failed marketing campaign can backfire. Noted as AI content, it looks like car culture has gone down the drain.

BMW made an Instagram post using two photos. The first slide is an AI-generated image of the front end of a de-badged, seventh-generation 1991 E100 Toyota Corolla, labeling it as "BORING." Swiping left reveals the front end of a 2027 BMW iX5, built on the all-electric Neue Klasse architecture, labeled "CHARACTER."

The Instagram post in question is part of BMW’s global marketing campaign titled "Made Different, To Feel Different." However, the contrast is strange, especially since many BMW enthusiasts accuse the brand of losing its character along the way with its new design language.

True, marketing teams are very much appreciated for making punchy, humorous posts, but BMW’s choice this time makes no sense whatsoever, comparing a 35-year-old, affordable model, which started at $8,998 back in 1991 (approximately $20,500 in today’s money), to a cutting-edge luxury SUV like the iX5, which starts at $68,300 in the United States, before taxes and options.

Expectedly, the internet wasted no time pointing out that a car built to be an economy commuter shouldn’t exactly be positioned as a rival. Users noted that BMW didn’t dare try the same comparison with Toyota’s actual design icons of the era, such as the 1990s Land Cruiser, the classic 4Runner, or the legendary Mk4 Supra. 

BMW poked fun at "boring" cars, completely misinterpreting what that word actually means to the average car buyer who is looking for practical transport and might not afford more than "boring." Besides, that "boring" car was a statement of bulletproof reliability and durability and of affordable parts and maintenance.

The post opened the gates of internet hell, and BMW had to deal with a massive wave of backlash. "Worst post ever," someone wrote in the comments section, while another user confessed they "would choose this Corolla over 'character' every single day."

"I'm offended. '94 - '97 Corolla was a TANK," wrote a user who was sold on the model's durability, while others suggested BMW simply delete the post and pretend it never happened. The post is still online nearly 24 hours later, and it probably won’t be going anywhere.

The firm's social media comparison seems to completely ignore the long-standing BMW - Toyota partnership. The modern Toyota GR Supra is powered by BMW’s B58 engine, which also powers its BMW-badged sibling, the Z4. The two also share a co-developed architecture. With production on both cars officially wrapping up, BMW’s post acts as a strange parting gift to an engineering partner. 

Toyota hasn't issued an official reply to BMW’s completely uncalled-for low blow and probably won’t do so, as the Japanese automaker is much more restrained in its attitude and very unlikely to fight back with a similar post. Besides, they are well aware that a clapback might jeopardize a highly valuable business relationship.