BMW called an old Toyota Corolla boring — and faced a sharp backlash from car enthusiasts
BMW tried to promote its new design language at the expense of a 1990s Toyota Corolla, calling the Japanese saloon boring. On social media, however, the reaction was the opposite: car enthusiasts defended the old Toyota and criticised the styling of BMW’s latest models instead. The advertising campaign showed that modern, striking design does not necessarily win more approval than a simple family car from decades ago.
A 35-year-old Corolla proved an unexpected rival
BMW launched its international “Made Different. To Feel Different” advertising campaign on 29 October, aiming to emphasise the brand’s distinctiveness and its philosophy centred on driving pleasure.
In one Instagram post, BMW juxtaposed an AI-generated image of a saloon resembling a 1990s Toyota Corolla with the front end of its new-generation SUV. The old car was labelled “Boring”, while the BMW represented distinctive design.
According to Carscoops, the car depicted most closely resembles the seventh-generation Toyota Corolla (E100), produced from 1991 to 1997. The Japanese saloon features rectangular halogen headlights, a simple grille and unpainted plastic bumpers.
Commenters preferred the Toyota instead
BMW’s message did not receive the response it had hoped for. Many commenters praised the Corolla’s understated, timeless looks and argued that it was BMW’s new models that had lost their design identity.
One user summed up the opposition with the words “Not boring, but classic”. Others suggested that BMW swap the labels attached to the two cars.
The AI-generated advertising image also drew criticism. Some users accused BMW of deliberately provoking a reaction to attract more attention on social media.
BMW also had its supporters, though some pointed instead to the brand’s older models, such as the E30 and E39, as examples.
BMW ran into its own design problem
What makes the episode interesting is the two carmakers’ very different approaches.
The Toyota Corolla E100 was developed at a time when reliability, practicality and a reasonable price were the main selling points of an affordable family car. Its styling did not need to be provocative.
BMW, by contrast, has spent decades building its reputation on sporty handling and recognisable design. The new Neue Klasse design language is intended to develop that identity further, but its reception has been mixed.
In the European market, BMW faces increasingly strong competition from both traditional premium brands and Chinese electric car manufacturers. Distinctive design is therefore important, but attracting buyers’ attention does not automatically mean winning their approval.
The biggest weakness in BMW’s advertisement lies in the logic of the comparison itself. Setting a new luxury SUV against a 35-year-old economy saloon does not demonstrate superior design, because the cars were created for entirely different buyers and purposes.
Moreover, the Corolla’s simplicity has stood the test of time well. It will take years to establish whether the bold styling of BMW’s current models becomes a classic or remains a passing fad of its era.
