This is not good. No differentiation here. What exactly does 'joy' mean for BMW. Couldn't any car company advertise based on 'joy'. KIA could do 'joy', and so could Chevy.
BMW is getting away from who they really are - an identity crisis of sorts. In marketing terms I signed up for the Ultimate Driving Machine, not Joy. Not sure I really get this strategy. BMW seems to be heading down the slippery slope of appealing to all versus serving their real customer base - those passionate about the driving experience.