Thank you BMW… for nothing?

A shiny object is delivered by BMW. But the object doesn’t work in the customer’s iPad. Strike one. So they have to dig out the Macbook Air. Once again there’s nothing on the USB drive that shows up. Strike two. The customer looks further at the piece of paper that came with the drive. No other instructions given. Strike three.

Opportunity lost.

The shiny object in question is the high-quality metal USB drive that is meant to encourage participation in BMW’s MyBMW online ownership and service program. Unfortunately there was nothing to be found on it once it finally got inserted into my Macbook. I can’t imagine that, in this day in age, a program like this was only designed to work on a Windows computer. Mac users must represent a hugely important demographic for BMW. To miss them entirely with this program is a odd at best.

I’d use the USB drive as a music storage device but the design (created to look like a BMW key fob) is inelegant, bulky and not near interesting enough to give up space in my pocket for.

So in the drawer then.