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Ein erstes Motiv erscheint in automobilaffinen Zeitschriften: „Wir haben Dieselpartikelfilter, die tatsächlich Dieselpartikel filtern.“ Mit dieser Anzeige reagiert BMW auf den kürzlich bekannt gewordenen Einbau von 60.000 unwirksamen Filteranlagen. In weiteren Motiven werden die Vorteile von Original BMW Zubehör, Service & Teilen inszeniert.
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