BMW’s kinky Hofmeister tease


Just as we’d given up sports cars for $4-a-gallon gas, Bayerische Motoren Werke AG brings its 1 Series over the pond from Europe this month to taunt us Yanks with a tighter design and 230 horsepower. And to seal the deal, BMW includes magazine ad copy that makes absolutely no sense.

Here’s the offending copy block:

the BMW 1 Series truly is a car that has been condensed but is missing nothing. The greenhouse with its Hoffmeister kink has been moved rearward.

Now that’s copy! Who could resist? We lunged for the computer and Googled “Hoffmeister kink” five times before finding out BMW’s agency had misspelled it. Bimmerfest.com tells us the Hofmeister kink is not a German sex game, but rather the tiny bottom bend in the C-pillar, the piece of metal separating the rear window from the back glass, which launched in 1961 by designer Wilhelm Hofmeister.


The greenhouse, by comparison, is the grouping of windshield, side windows, back window, roof and support pillars that collectively give most cars the majority of their design vibe. That’s right. The literal translation of Hofmeister kink is curvy top. BMW, you naughty, naughty tease.

Either BMW is targeting auto enthusiasts who speak this rare jargon, or some brilliant ad agency is tempting affluent readers to Google obscure argot in hopes they’ll read more about lovely nuances such as BMW’s 50-50 weight distribution and rear wheel drive. Call the bad ad copy an Easter Egg for the obsessively curious.

Hmm. It does look so sweet. The heck with miles per gallon. We’ll see you at the kinky greenhouse dealer.

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