It's easy to dismiss the 2015 BMW X4. On one hand, the high-style crossover seems more like a boardroom decision than a practical one. In a world with the 3 Series, 4 Series, X3, 3 Series GT and 4 Series Gran Coupe, is BMW really being inundated with requests for a baby X6? Of course, when we finally got behind the wheel of the CUV for our First Drive, it proved rather entertaining, and certainly the X6's global sales success suggests that it's worth the relatively low-cost risk for the Bavarian automaker.

Now, it's the general public's chance to weigh in on the latest crossover Bimmer and vote with their dollars. The X4 is just hitting showrooms in the US, and BMW is beginning its marketing campaign for it with the slogan "Embrace the Unknown." The first TV ad shows off the CUV driving through the world's major cities as they undulate like the rolling ocean. A woman flatly says phrases starting with "Go," while a synth-heavy score plays underneath that wouldn't be out of place over the end credits in an '80s sci-fi movie.

Visually, it's actually kind of a cool ad and evokes some of the special effects from Inception. Focusing on an urban atmosphere is probably a good idea, too, because the percentage of X4s going offroad is likely to be in the low single digits, if that. Now, let's see if BMW buyers are willing to embrace the unknown of the X4. Scroll down to watch it for yourself.


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    • 1 Second Ago
  • 18 Comments
      Austin Holloman
      • 5 Months Ago
      "GO" back to 2001, when I loved this company's entire lineup...
        ffelix422
        • 5 Months Ago
        @Austin Holloman
        After the E38, E39, E46, E53 cars, it all went down hill at BMW interms of styling.
          Michael J Posner
          • 5 Months Ago
          @ffelix422
          I guess that is why sales have tanked and they are going out of business....oh wait sales are highest ever. Guess ffelix422 and Austin Holloman can go live together in 2001 as best car buddies. P.S. I'll put my F22 (or my past E93) against any old car in terms of total package, including styling, and I do like the E39 and E46 (in M form).
          e46mike
          • 5 Months Ago
          @ffelix422
          I couldn't agree more. I'm keeping my E46.
      Winnie Jenkems
      • 5 Months Ago
      This vehicle does not need to exist. Ditto for the X6.
        Michael J Posner
        • 5 Months Ago
        @Winnie Jenkems
        "This vehicle does not need to exist. Ditto for the X6" So you are the sole arbiter of what needs to exist? With attitudes like that we would all still be driving Model Ts. You don't have to buy it or like it, but if, you know, other people want to own one, why not. Personally, I like the X6 and this is interesting as well. It will sell well and make BMW money which, at the end of the day is good for BMW and funds more interesting cars. This talk is just like when the Cayenne came out....now its 50% of Porsche sales and keeps the company in business.
      Brett Bertrand
      • 5 Months Ago
      I love BMW but I do not love the new end of film tone. The side view of the X4 in that video reminded me of a station wagon. Wonder how it looks in person.
      Lachmund
      • 5 Months Ago
      kill it with fire!
      joe shmoe
      • 5 Months Ago
      that's a porky pig
      Yaser C. Hamud
      • 5 Months Ago
      What an awkward car. This is one of those unique situations when I look at a car and I don't like nothing about, that's rare.
      PTC DAWG
      • 5 Months Ago
      I am getting the convertible 2 door version when it comes out....
      dlopez1501
      • 5 Months Ago
      That X4 looks 10x better than the X6 ever will. And if the X3 had this CUVs taillights it would look much better
      Lucky Stars
      • 5 Months Ago
      Hideous, only the 428i gran coupe shows promise of the whole lineup
      Gator
      • 5 Months Ago
      More emotion in that video than the car it self.
      ferps
      • 5 Months Ago
      Embrace the Ug-Known
      • 5 Months Ago
      [blocked]
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