BMW has been criticized for not displaying a rainbow-themed logo on its Middle East social media page during Pride Month, while other regional pages like BMW South Africa and BMW Japan did. The discrepancy led to accusations of inconsistent support for LGBTQ+ rights.

An anonymous user on X questioned BMW, asking why the Middle East page did not use the rainbow logo. BMW responded, “This is an established practice at the BMW Group, which also takes into consideration market-specific legal regulations and country-specific cultural aspects.”

BMW explained that it allows its sales companies and independent distributors to decide whether to participate in centrally initiated communication and marketing campaigns. Despite the main page’s logo change as a “clear stance” for Pride Month, the company’s explanation did not sit well with everyone. BMW stated, “The international channels can be accessed worldwide and thus show the logo change in all markets worldwide.”

The company’s approach received mixed reactions. Some supporters of LGBTQ+ rights felt that BMW’s selective use of the rainbow logo was hypocritical. Ani O’Brien, a prominent user on X, criticized BMW, saying, “As a lesbian, I would prefer you don’t pretend to take a moral stance on my human rights that is dependent on market conditions. Just drop the flag and go sell some cars.”

Others also voiced their disapproval, suggesting that BMW’s actions were more about profit than genuine support. Lucy Stone labeled the stance as “opportunistic virtue signaling,” while Adam Carter suggested he would “probably have more respect for BMW if they were just honest and said ‘We see the potential to make more money with a rainbow.'”

BMW’s response highlights the difficulties faced by global companies when navigating different cultural and legal environments. The backlash underscores the importance of consistent and sincere support for social causes, particularly when companies choose to take public stances on issues like LGBTQ+ rights.