I received a letter today that my 325Ci is being recalled for faulty ignition coils. I was thinking “Fine, it happens.”

As I was reading the notice, though, I realized that it said “… 2002, 2003 and 2004 model year BMW automobiles, equipped with six, eight and twelve cylinder engines…” WTF?!?!? That’s like every single BMW sold in the US! Potentially that is 600,000 cars and SUVs (oh, sorry… SAVs) in North America alone.

How is it I haven’t heard about this? I’ve been busy lately, but I think I would have noticed if 600K BMWs were recalled. GM would be crucified for that many.

Best I can figure is BMW has been sneaky on this one. They are calling this a “Voluntary Emissions Recall Campaign.” OK, it been a long time since I had to use my BS in MechE, but I think if a few of the ignition coils failed, my Ultimate Driving Machine would sound more like a ‘78 Olds 88 Diesel. A bit more than an emissions issue, in my book. It’s not a safety issue like some, but many other manufacturers have reported lesser recalls to higher fan fare. My current theory is this kind of recall doesn’t get the usual governmental paper-pushers all worked up, and avoids significant press.

Also, this seems to be something that has been a phased in. I’ve been trawling the BMW message boards, and it seems that a 5 Series owner here, a Z4 owner there have been getting these notices for a several months now. Also, some owners have been getting the coils replaced for even further back through a secret recall, extended warranty, etc.

Obviously, BMW knows a thing or two about good press vs. bad press. GM and Ford should take a lesson. When you need to recall, don’t delay until the last minute and be proactive before it hits critical mass. BMW is only getting away with this because they have given themselves the luxury of time before we’re all stranded on the road. Also avoid a nasty public demand from consumers or a governmental agency.

This stuff happens to all manufacturers, but I’m pretty amazed how this has played out.