I live in Greater Los Angeles, the second-largest market for Bavarian Motor Works automobiles in the world, only after BMW's hometown of Munich, Germany. People of all ages, races, genders, socioeconomic backgrounds, and political persuasions can be found cruising the freeways in their "Beemers." In fact, rare for a luxury brand, more than a few BMWs proudly bore the Kerry-Edwards 2004 bumper stickers, even more likely than Volvos, which tend to be driven by anti-choice Republicans where I am. This is in line with the perceived youthful, sporty image of BMW cars.
One of those was a 2004 325i in "Steel Blue" belonging to me. I leased it new, and after three years, paid it off and made it mine early this year. It was a very nice upgrade from a nightmarish Ford Contour that was my first car. I looked forward to driving it for a long time, then buying the newest 3-series (or upgrading to a higher-numbered series), and staying as a loyal customer.
But then, BMW's corporate policies and actions started to nag at me, to a point where I will never consider a BMW again.
First, as reactionary Cardinal Joseph Ratzinger became the new Pope Benedict XVI, it was revealed that BMW was his longtime corporate supporter. MSNBC in October 2005 reported that (the story is no longer available on its website) BMW gave a free X5 to Benedict, in addition to a 5-series and a 7-series already in his garage. Granted, Benedict is from the same region (Bavaria) as BMW, but this action clearly showed BMW's bias toward Benedict and his policies.
Second, Gaywheels.com identifies BMW as the only European carmaker in America that refuses to offer domestic partner benefits to employees. Everyone else, including Renault-owned Nissan, now does. Honda, Hyundai, and Suzuki are the only other holdouts (and Hyundai at least has an excuse - the Korean-American community's homophobia - though it still gives to my local gay center). BMW is making oodles of money right now, as it sets sales records; only flat-out homophobia can explain why domestic partner benefits are not being offered to employees.
BMW has refused to advertise not only in gay magazines such as Curve and The Advocate, but also in ethnic media as well. Especially, I have yet to see BMW North America producing a non-English ad. This contrasts well with the likes of Mercedes-Benz and Volvo, which are aggressively marketing to populations speaking Spanish and Asian languages.
Historically, BMW was a supporter of the apartheid regime in South Africa, operating a manufacturing facility there for a long time. BMW is trying to spin this as a positive today though, having Nelson Mandela sign ten South Africa-produced 3-series sedans and calling them "Democracy Cars." But I won't be fooled. (By the way, my own 3-series, though not a Democracy Car, is a South African example.)
This same conservative BMW that refuses to advertise to specific demographics, however, is the top advertiser on Bill O'Reilly, notorious for his hate speech. This is the same Bill O'Reilly that wants San Francisco destroyed by a terrorist attack, the same Bill that wants Democratic politicians killed. BMW is not merely a lead advertiser; it is a "proud sponsor."
Concerned BMW owners throughout Daily Kos have emailed the corporate communications manager at BMW North America. I have sent my own letter, here:
Dear Ms. Molteni,
I recently bought out the lease on a 2004 3-series - my first BMW - and am very happy with the vehicle. Until now, my intention was to return to BMW and keep buying 3-series models for a long time to come.
That was until I have been alerted to Bill O'Reilly's attacks on left-of-center Internet-based activists, as their clout grows on the national political scene. O'Reilly has compared them to hate groups such as the KKK and the Nazis, while allowing his own website to carry such hateful rhetoric as bombing San Francisco.
A watchdog by the name of NewsHounds reports that BMW was the most frequent advertiser on O'Reilly's program.
In addition, O'Reilly's network, Fox News, is notorious for carrying partisan propaganda, and even distorting the facts - such as intentionally mis-labeling Republicans who don't follow the party line or who get into scandals, as Democrats.
Your support of O'Reilly and Fox through advertising is cause for concern. I live in a city, Los Angeles, where "you are what you drive," and extremist politics, on both left and right, is usually frowned upon. If BMW continues to advertise on O'Reilly, and supports his rhetoric of seeing his opponents as hatemongers (while leaving his own hate speech unchecked), I will have no choice but to identify the BMW brand with extremism, and move on to another brand. I will also stop recommending BMW products to my acquaintances, many of whom depend on me for automotive advice.
The 3-series is one of the best cars in the market, but the corporate practices of the company behind it also matters. There are other great cars, such as the Toyota Prius, the Hyundai Tiburon, and the Ford Mustang, that I refuse to buy due to their manufacturers being bad corporate citizens.
Please stop advertising on O'Reilly and supporting his partisan hate speech. Either that, or at least advertise also on O'Reilly's target, DailyKos.com, to balance things out. An "independent-minded" company, which BMW claims to be, can definitely do better. Thank you.
Sincerely,
xxxxxx xxxxxx
2004 325i
To my knowledge, none have received a reply. It's clear that BMW wants the business of reactionary homophobes who are probably too old to drive anyway (since O'Reilly's demographics are very old), not those in ethnic communities or progressive movements.
I'm incensed. Until now, I've seen BMW's conservatism as an asset, since it explains why BMW has insisted on inline-6 engines, rear wheel drive, and the magical 50-50 weight distribution, the three traits that set BMW apart from the competition. But I cannot, in good conscience, patronize a company that supports the murder of American politicians (of ANY political party), or the destruction of a great American city. Moreover, my semi-annual trips to San Francisco will no longer be made in my 325i; I have a beat-up Honda Accord as a backup car, and will use that to visit the City by the Bay.
Moreover, if I can't take my BMW to San Francisco, I don't want to even own it, period. Fortunately, my car still fetches a good amount at trade-in, and I have some savings. I will definitely look at another German car, namely an Audi A4 or the newly redesigned Mercedes C-class, with none of the sins and none of the reactionary politics of the BMW brand.
BMW almost had me as a potential lifelong customer with its excellent 3-series. But its corporate blunders have cost it dozens of potential future sales, from me and my acquaintances, whom I'll now dissuade from buying BMWs.