Up its own proverbial

I was considering a BMW as my next car. However, after reading about BMW’S unveilings at CES (News, 12 January), I’ve not only changed my mind but vowed to never go near the brand. Ever. Ever. (Did I say ever?)

As if commissioning the composer Hans Zimmer to create sounds for EVS wasn’t pretentious enough (they said it set “an acoustic mood that expresses the vehicle’s avant-garde and independent spirit”), it was the digital dashboard art (“to transform mobility into an individual, highly exclusive and emotional experience”) that led me to realise that BMW’S people are now so far up themselves that they combine the dual roles of car designers and proctologists. Mark Leigh

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