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BMW UK Drives i8 Through London to Get Crowd Reactions

The correct thing to do with a halo car.

The thing about a halo car is that it’s supposed to get people who normally wouldn’t think about your brand to take a closer look. So if the cars are only ever seen in publications like this one, where the people reading are generally already gearheads, then it doesn’t work. That’s why BMW UK did exactly the right thing and drove an i8 through London to get some reactions from regular people who might otherwise not have seen it.

And even Londoners, who by now must be generally pretty jaded when it comes to supercars, managed to get pretty excited about it.

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BMW i8
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