Somebody at the BMW Motorrad headquarters in Germany apparently thinks it’s okay to market their bikes in a way that exploits the working-class latino immigrants of Central and South American origin who must endure the dangers of over-populated, low-income urban environments. Really? Everybody actually thought this was cool and didn’t think there was even a hint of aggravated classism resulting from the composition and narrative of this photograph? Not even a smidge?
A BMW K1300R with a rider clad in all-black armored leathers in the foreground lights up the rear tire while three weary-looking vatos in the background stand or sit directly in the biker’s path like targets in a video game. Uh huh… This is so many kinds of bad we won’t go any further except to state that we’d love a response as to why the company thought this was appropriate as a marketing tool for selling a rather expensive, high-end motorcycle. One that isn’t even represented in the line-up on the American site, that is.
Tonally the image feels similar to the S1000RR shoot with the dated helicopter, but we can’t be certain since the photographer is not credited. Hopefully an executive from BMW Motorrad USA can inform the Germans this was a bad idea and maybe someone should fix it.