BMW’s new Russian black

If you can’t beat them – join them. Having failed to bust Russian stereotypes about the BMW being a gangster car, the German company has decided to panda to market demand by creating a limited edition swanky number any bandit would surely die for.

From interior decoration to radiator grille, the Pure Black BMW 7 is black all over. The Individual Pure Black package of just 50 cars is available exclusively in Russia, to satisfy the wildest cravings of the rich and famous for style and luxury.

If in the EU the BMW is largely regarded as a family car, in Russia it is seen as the honest – and crooked – businessman’s choice. Most wealthy BMW owners in the country prefer their cars to be black.

The stereotype around criminals driving BMWs in Russia appeared with the successful movies Boomer (Russian slang for BMW) and Boomer-2. The films’ main characters – tough Russian “businessmen” from the turbulent lawless 90s – ride around in black BMW 7s.

President of BMW Russia Peter Kronschnabl has his own explanation however: “Russians just like black a lot.”
“A car in Russia is an important part of dress-code. A Pure Black BMW 7… will cause respect everywhere its owner goes, be it airport, theatre, or business meeting,” Kronschnabl says in a statement dated to the release of the new “Boomers”.

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