As of: February 15, 2024, 11:45 a.m
By: Sebastian Oppenheimer
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Some of Miles' vehicles have obscene lettering on them.
Vandalism is behind this.
The car sharing provider is not very enthusiastic.
Sometimes a single letter makes a big difference.
Some time ago, Volkswagen USA renamed itself Voltswagen - the campaign ultimately turned out to be a failed PR stunt.
A lot of attention was generated - but not in the form we had hoped for.
Similar to the redesign of the Kia logo: the redesigned lettering is often incorrectly read as “KN”.
The car sharing giant Miles is also currently in trouble because of its logo - but it's not the company's fault.
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The letter “E” is partly scratched away: an obscene term emerges
Some time ago, someone came up with the idea of changing the lettering on Miles' vehicles: by scratching away the lower E line, the "E" becomes the letter "F".
And the meaning of the word is completely different.
The term “Milfs” was best known through the teen comedy “American Pie.”
The abbreviation stands for “Mothers I’d like to f**k” – conservatively translated: “Mothers I’d like to sleep with.”
“Milfs” instead of “Miles”: Hundreds of cases of vandalism are currently causing a headache for the car sharing giant.
(Archive image) © IMAGO/Emmanuele Contini
Expensive vandalism: Miles complains about damage to the paintwork of some of the vehicles
Clearly, this type of vandalism has almost become a sport.
How
Bild reports that Miles has now registered several hundred cases.
However, repairing the damage is now expensive: in some cases there has been damage to the paintwork of the vehicles, a Miles spokeswoman told the
Tagesspiegel.
It is difficult to quantify specific damage amounts because the damage is very individual.
Additional work, additional costs: Miles is not very enthusiastic about the “Milfs joke”.
However, charges are rarely filed because the perpetrators have to be caught firsthand.
For Miles, what was supposed to be fun has now turned into an expensive affair.
“We've all been silly at some point and don't want to be a hindrance to fun, but ultimately rebranding on our own is to the detriment of us and the users because it means additional work and additional costs.
And the message… well,” a spokeswoman told
Bild.
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It's not new that thoughtless jokes or actions can end up costing money: stickers on traffic signs, for example, are a case in point.
These often cannot be removed without leaving residue and the applied reflective layer is damaged.
In some districts, dozens of traffic signs have had to be replaced recently, and the damage here can quickly reach five-digit levels.