Even as a kid raised in the hometown of BMW, I didn’t have much appreciation or admiration for BMW. That said, it didn’t change with the current introduction of the e-vehicle i3. Too many curves, curvatures and partitionings to the body, make for an impression of something complicated, resulting in a loss of confidence. A superficial impression that won’t stop with the interior, the dashboard won’t provide easy overview of controls. I find no peace with BMW. Even now that the Audi is superceeding the BMW with negative associations. The launch campaign by agency Dorten then didn’t make an impression what so ever.