That new font is horrid, but when they already had a perfect sans serif typeface, what else could they do?
They just had to zag!
We have to be far enough into the "rebrand with the most generically 'modern' typestyle" trend for a counter-trend to emerge, but this is discouraging.
So bmw's at the crest of what should be a very refreshing wave, but they completely botched it?
Still I would so get it if people liked this, because it is different from basically every rebrand that's been done in recent memory.