Necessary is a commodity

Eli is a four-year old boy with a wild imagination regarding his dream car. His specifications? 42 wheels, 19 engines, three steering wheels enabling three people to drive the car at the same time, and a trunk full of toys that can be played in.

So the guys at BMW made a concept image of such a machine, the "4219ELI" (via PSFK).

4219ELI

Could they have not done it? Sure. Would that have injured the business? Not really.

Do they send a very important message with this unplanned event? Most definitely. The message that they’re human, that they’re listening, that they care. That they’re willing to go out of their way to make a dream come true. That sometimes a smile might just be the best ROI we can get, and that’s ok.

The lesson here: in a modern world, necessary is a commodity. Unnecessary (ergo, unpredictable) wins hearts.