Hehehehe....Matt, there's no such thing as 'false advertising'. That's exactly what promoting a car is all about, making it out to be more than it realy is. Yes, it might be a little unethical, but advertising and promotions can be like that. Afterall, if it helps BMW sell cars and doesn't break any advertising laws, then go for it.
Some might call MB's "4 Door Coupe" tag as being false advertising, but if it differentiates the car and makes it out to be something extra, something new and trendy.. then MB should go for it..and that's exactly what they did.

Back to the pics themselves. Damn, that is bloody clever..!! They took the focus away from the car itself because design is subjective (and as you can see from this forum, it ain't exactly the most appealing car), so they put forward a series of images and let you read between the lines. ..


** One interesting thing, they've coined it '4 X 4 X3' .... interesting they're calling it a 4X4 and not a SAV. I guess BMW's trying to keep the message as simple and understandable as possible.