I've previously taken issue with a pair of insurance companies mocking the efforts of bike commuters in the face of high gas prices. BMW has taken this line of reasoning to its logical extreme.

Bike commuters? Pathetic.  Bus riders? Losers.  Pedestrians? Lame.  And look at this fag on his Vespa! He's even wearing a helmet!

See, BMW understands the dangers of high gas prices.  They really do.  The danger is people will stop driving cars.  Instead, they'll walk, or take mass transportation, or ride a bike.  Or maybe they will drive a car, but it'll be a highly efficient scooter, or plug-in hybrid instead.  It sure as shit won't be some gas-guzzling sports car.

28 miles per gallon is nice (it's better than I get in my car), but it doesn't come close to the 50 MPG per person on a city bus, or 70 MPG on a scooter, or the, uh, complete lack of fuel consumption walking or biking.

So why show these modes of transportation at all? Why bring up all these more fuel-efficient modes of travel in a commercial that purports to be all about fuel efficiency? Because, obviously, it isn't REALLY about the fuel efficiency.  It's that these people not in cars are pathetic.  Those guys in suits and ties on bikes look silly.  The guy on the bus looks like he's one more bus ride from hanging himself.  And the guy on the scooter looks like a douche, with his bright white scooter standing out from the background. 

This ad is still all about appealing to the car-centric American buyer.