Last updated on June 10th, 2024 at 09:05 am
BMW has faced a backlash over the handling of its Pride Month logo changes across its regional social media accounts. The German automaker updated logos on various platforms, such as its main page, BMW South Africa, BMW Motorrad USA, and more, to feature a rainbow design in acknowledgment of LGBT Pride Month. However, when questioned by a user about the absence of the rainbow logo on BMW’s Middle East page, the company cited market-specific legal regulations and cultural aspects as factors for not displaying the rainbow emblem.
The automaker also stated that its sales companies and independent distributors have the discretion to choose if they want to participate in centrally initiated communications or campaigns. Interestingly, the rainbow logo was also absent on BMW’s UK page, yet it appeared on various other channels, including those in Japan.
BMW argued that their international channels, accessible worldwide, effectively display the logo change in all markets regardless. The selective logo changes have invoked criticism from users across the political and social spectrum, accusing the automaker of inconsistent messaging and opportunistic virtue signaling.