Perhaps this is a disgruntled employee upset that they have to work for a company that produces monstrosities like the XM.
BMW's social media accounts have been hacked by an unknown individual who has identified themselves only as "Dee." The hostile takeover has been in effect for a couple of hours as of the time of writing and seems to affect BMW HQ's global social accounts, meaning that BMW USA's social platforms are thus far unaffected. BMW's Facebook page also appears safe for the time being, but the BMW Group page has now become the DeeMW Group.
So what is the unknown hacker doing with their freedom? Posting memes and taunting BMW's social media administrators, that's what. Whoever is behind this is having a whale of a time, making posts saying, "How do I drive this thing?" and "These channels are mine."
The first Instagram and Twitter posts under the stewardship of the hacker appeared around 5 AM EST, and thus far, it appears that BMW is powerless to wrestle back control. In the modern age of constant connectivity, inventive hackers can do good and unleash more potential from cars, but hackers such as this one are finding new ways to mess about with technology, and it's nearly impossible for us to guess how "Dee" got control.
As for the motivation behind this takeover, one can only speculate. Perhaps this was the work of a serious designer who is appalled that the BMW XM exists when better-looking creations could have been produced. All kidding aside, we suspect that this is not the work of a current employee.
We'll keep an eye on BMW's Twitter and Instagram accounts over the coming hours to see what else is posted, but with the two accounts still active hours after the first unwanted posts were made, it could be some time before BMW is able to regain access to the accounts, remove the unexpected posts, and provide an explanation for what happened and how.
It's not necessarily BMW's fault, but as cars become more like smartphones, hacking events like this really highlight how powerless companies and individuals are to nefarious individuals who have little more than an internet connection at their disposal. Still, at least BMW can take comfort in knowing that it is not alone; earlier this year, Toyota suffered a cyber attack too.
There's an outside chance this is an elaborate social media marketing campaign, as all the videos have high production value and share a common design theme. One Facebook commenter asked if this is a prank, with 'DeeMW Group' responding, "\\ let's find out together - stay tuned //." Only time will tell.