By msnbc.com staff
BMW?apologized after?a PR?strategy to pay for the naming rights to a weather system backfired -- that system turned into the deep freeze that's claimed dozens of lives across Europe.
The goal was to promote BMW's?Mini Cooper brand?by paying Germany's meteorological office 299 euros ($392) to name?a system "Cooper"?-- a practice in place since 2002 to help fund?weather monitoring work in Germany. Unfortunately for BMW, the system it was assigned to?turned out to be a killer.
"Of course we are sorry. It was not intentional, you cannot tell in advance what a weather system will do," a company spokeswoman told The Independent of London.
BMW also has had?plans to later this year?name a low-pressure?system "Minnie" -- no word whether that's still in the works, though.
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