To set the record straight, owning a BMW has seldom ever been truly cool. Although some of the best driving vehicles known to man, I would rather find myself opposite Liam Neeson’s fist à la ”Taken” movie series than be forever plagued by the title, “BMW owner.”
So, in order for BMW to shed their “douchebag” persona, the German group teamed up with ski equipement manufacturer K2 and attempted to appeal to a younger, whiter, more radical generation. They failed…miserably.
Given the title “X1 Powder Ride Edition,” BMW has sold off their all new X1 crossover as a not-so-clever marketing ploy with an overly-ambitious name. While we would have enjoyed a simple X1 ski rack setup, the BMW X1 “Powder Ride Edition” moniker along with an orange paint job and hot rod-style graphics (although the white and red isn‘t completely terrible), put it over the top in the ridiculous department.
Ditch the questionable marketing decisions, childish graphics and over the top photo shoot, though, and everything else for this handsome little crossover actually seems spot on.
Equipped with a 2.0L 4-cylinder good for 240-hp, or a 3.0L 6-cylinder 300-hp, available all-wheel drive, a ski rack and a decent amount of luggage room, this seems like it could be a suitable little off-roader for the everyday outdoorsman.