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Jamaica: BMW Brand Association

Jamaica Woman Tongue (who, in full disclosure, drives a BMW herself), is still troubled by the circumstances surrounding the recent murder of a teen by the driver of a BMW: “The new association of the…brand with murder is an extension of the negative stereotypes the luxury vehicles attract. BMW must take much of the responsibility for the classist way in which the brand is perceived. When you define your car as ‘the ultimate driving machine’, you seductively invite your customers to think of themselves as the ultimate human being. And that’s where the problem starts.”

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