In the last decade, social media has evolved from being mere platforms for personal interaction to becoming a fundamental pillar of brands’ marketing strategies. Now, luxury car brand BMW is facing backlash for ceasing to use the social media platform X.
Recent data indicates that over 90 percent of businesses consider maintaining an active presence on social media essential for connecting with their audience and achieving their commercial objectives.
What happened with BMW?
On Thursday, German luxury automaker BMW faced criticism after its UK division abruptly announced that it would “no longer post” on X, a decision many users interpreted as an unusual protest against the platform’s owner, Elon Musk.
It’s worth noting that Musk has come under scrutiny this week for making an awkward two-handed gesture that critics labeled a “Nazi salute” during an appearance at President Trump’s inauguration event.
“We will no longer post on X,” BMW UK wrote on its official X account, without providing a reason for the decision.
“However, don’t worry—our customer service team is still here if you need us. You can also catch the latest BMW news by following us on Facebook and Instagram at BMWUK,” the brand mentioned.
The company was quickly criticized by X users, who pointed to BMW’s own problematic history with Nazi Germany.
“Is that you?” wrote far-right activist Jack Posobiec, sharing a black-and-white photo of Adolf Hitler visiting a BMW facility.
Republican Senator from Utah Mike Lee even called for a boycott of the brand that markets itself as “the ultimate driving machine.”
“BMW = Becoming More Woke,” Lee wrote on X. “Don’t buy their cars.”
In 2016, the company expressed “deep regret” for the “immense suffering” caused by its use of forced labor during World War II.
“Elon just said, ‘My heart is with you.’ You, on the other hand… Your early history isn’t exactly spotless, is it?” commented X user @Left_Right_2.
One user joked that BMW’s announcement was a “historic event” marking “the first time a BMW has signaled before switching lanes.”
Sawyer Merritt, who runs a prominent X account and often interacts with Musk, harshly criticized BMW UK’s account.
“Your posts averaged 12 likes,” Merritt wrote.
When asked for comment, a BMW UK spokesperson said the division “would remain active on X” despite no longer posting on the account.
The spokesperson also declined to answer questions about whether Musk’s behavior had influenced the decision.
“The social media presence of BMW Group brands is managed by each country/region to address their unique requirements,” the spokesperson said in a statement.
“In the UK, we will remain active on X, providing a dedicated customer service channel to meet the needs of our customers,” the spokesperson added.
“This approach will vary across our brands and regions, reflecting the specific needs of each market.”
Musk, 55, responded to those accusing him of making a Nazi salute. “Frankly, they need better dirty tricks. The ‘everyone is Hitler’ attack is very tired,” Musk said in a post on X.
Israeli Prime Minister Benjamin Netanyahu was among those who defended Musk.
“Elon is a great friend of Israel. He visited Israel after the October 7 massacre in which Hamas terrorists committed the worst atrocity against the Jewish people since the Holocaust,” Netanyahu said.
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