Inception-Inspired BMW X4 Commercial Tells You to Embrace the Unknown

The BMW X4 deliveries are starting next month but there’s nowhere near the same excitement going around as for the new M3, M4 or even the 4 Series Gran Coupe. That’s because most people are still reticent about the second Sport Activity Coupe from BMW.
BMW F26 X4 1 photo
Photo: Screenshot from Youtube
The Germans know this and came up with a marketing strategy that embraces the idea and wants you to dare to be different. In this regard the first commercial featuring this car was just released via Youtube, having an obvious Inception theme infused in it.

A couple of seconds into the clip, just like in Nolan's film, the buildings start to shape shift, then the roads follow and, by the end, the entire world vibrates to the beat of the X4, telling you to embrace the unknown.

That might actually be a smart move. With the controversial design of the car and the BMW price it has, selling it might be a bit hard to do. That’s why, telling your customers that they are special if they go for the X4 could be a win.

With a sloping roofline reminding us of a coupe shape, the new SUV is looking to attract those customers that want the higher driving position and space of an X6 but can’t afford the bigger price tag set by the king of the Sport Activity Coupe segment.

For example, whereas the entry-level X6 uses the 3-liter turbocharged petrol six N55 engine making 306 HP and 400 Nm (295 lb-ft) of torque, for the X4 that’s the top of the range version.

Looking over the prices, you’ll realize that you’ll have to pay around €8,000 more for the bigger X6, when fitted with this engine, as the X4 xDrive35i starts at €58,000 in Europe.

The good news is that you can get the $44,700 xDrive28i as well in the US. Fitted with a 2-liter 4-cylinder turbocharged petrol engine making 245 HP and 350 Nm (258 lb-ft) of torque you’ll have plenty of power on tap, all the time. The question is, will you embrace the unknown?

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