Leonie Bulman's recent articles
BMW’s Connected Drive reveals the difficulty of aligning with fans' expectations
Negative reactions to BMW’s Connected Drive videos reveals the challenge of promoting new features to auto fans as their interest focuses on “sheer driving pleasure”.
- Connected Drive is unpopular with the majority of Facebook fans: While 31% say it is a “great concept” and a “cool innovation”, and praise the videos for being “funny”, 69% of BMW Facebook fans are negative towards Connected Drive. They say “it takes over the joy of driving” and that they don’t like the car “doing everything” for them
- YouTube comments are also generally negative: 74% of those commenting on YouTube are also negative, posting comments saying they “don’t need all these features” in their cars
BMW fans feel that Connected Drive contradicts BMW’s “Sheer Driving Pleasure” slogan, as they just want to "enjoy the driving experience":