On social media, a single promotional image can quickly backfire on its author. That’s what happened to BMW with an Instagram post. While its traditional rival remains Mercedes-Benz, the Bavarian automaker has this time set its sights on a Japanese compact. The idea was to show that a BMW has more character than an ordinary, boring compact. The comments, however, largely sided with the old Japanese car, which changes the whole story.
Behind this unbadged gray sedan is clearly a seventh-generation Toyota Corolla. This economical model, produced from 1991 to 1997, embodied the simple, durable car for millions of drivers. Facing it, the 2027 BMW X5 appears in an M Sport trim. Its new front end borrows design cues from the Neue Klasse language, which the brand has heavily emphasized. And it’s precisely this direct comparison that sparked the backlash in the comments.
BMW pits its X5 2027 against a 1990s Toyota
In the first image of the post, you see a 1990s sedan generated by artificial intelligence. Its styling very much echoes a Corolla E100, with its simple halogen headlights and rugged plastic bumpers. The bumper, grille, and mirrors remain unpainted, and the front turn signals have even been digitally erased. Everything is designed to evoke an anonymous Japanese compact, without mentioning Toyota, to dodge any rights issues. Above this car appears the large English word ‘boring,’ setting the tone.
The second image shows the front end of the new BMW X5 G65, in M Sport trim. A bold grille, signature lighting, and a sharply sculpted bumper make for a far more aggressive look. In the caption, the brand writes: “We don’t just design cars. We give them character.” Then it adds: “Inimitably BMW. Designed differently. To feel something different.”
On Instagram, users defend the Toyota
The comparison quickly didn’t land with the audience BMW hoped to reach. In the comments, many users sided with the old Toyota, calling it honest and endearing. One person sums up this sentiment with a simple: “No, not boring, classic.” Several notice that the badges should be reversed. For them, the anonymous compact feels more timeless than the modern SUV. Others subtly remind readers of the ruggedness of those old Corollas. A post that clashes with the post’s rather emotional rhetoric.
The second image, the one of the BMW X5, isn’t spared either. Many target the Neue Klasse styling, finding it overbearing. Some even accuse the brand of using rage bait, a tactic designed to provoke engagement. Not everyone is throwing stones, and a few fans also remind everyone of their attachment to the brand. An anonymous account congratulates BMW for the cars the brand designs. The conversation then pivots to the typical feel of a BMW behind the wheel, signaling that the debate goes far beyond this montage.
