"The ultimate driving machine" - The perfect slogan?

Probably one of the most recognizable slogans amidst car manufacturers around the earth, BMW's "The Ultimate Driving Machine" tag line,  has served the Munich based company well over the years. Used in North America, the tag line is simple, descriptive, to the bespeak and most important of all, it is identifiable with the brand.

Many companies can certainly come with clever slogans, but if they don't "stick" to the brand or transcend the products they represent, and so they are lost in a bounding main of iii to five word sentences and information technology'southward back to the drawing board then to speak.

Then what is information technology virtually BMW'southward "The Ultimate Driving Auto" slogan that actually makes information technology piece of work? Uncomplicated, BMW has backed upwardly their claim quite well with cars that are simply thrilling to drive. The slogan, at present nearly 34-years-old, was originally created under the reign of Bob Lutz by a relatively unknown advertizing-agency, Ammirati & Puris.  Ammirati & Puris caught the attention of Lutz past their impressive Fiat ads and it was consider a gamble to go with such an underdog agency.

During the 1970'south, Babe Boomers were out of college, making coin and ready to spend their hard earned dollars. What better style to reflect your success than on a premium automobile? When shopping for a car, or anything for that matter, information technology is hard to ignore a product backed with the claim of beingness "The Ultimate Driving Machine", especially when their fathers' for the past ii decades have been parking sloppy, overweight Buicks in their driveways. I'm non trying to generalize, but you get the point…

Information technology'south safe to say that Lutz'southward chance paid off handsomely and was a primal to BMW'due south success in the 1970s and up through the present mean solar day.

In 2006, a rumor started that BMW toys with the idea of dropping the synonymous tag line and the Bavarian automaker was to be represented by the tag line, "A Company of Ideas". The slogan came from the desire to cater to the "Artistic Class" and to evoke amidst consumers, and competition alike, that BMW was an arrangement that wasn't agape to push the envelope and brand cars that questioned conventional pattern and engineering. Some say it was but a rumor that came from marketing genius Al Reis in an AdAge cavalcade and as well, BMW denied the claim immediately. There was likewise a petition that circled the interwebs to stop the decision of dropping the tag line.

Thankfully, BMW never went through with the conclusion nor nosotros know exactly if there were any plans to really change the slogan.

Although I do agree with the overall concept of the slogan existence somewhat of a fit for BMW, I don't feel that it would have been an appropriate replacement for what has worked for so many years, nor did it describe the core competency of the company. Likewise, "A Company of Ideas" was much too broad and could take been applied to any company. When yous drive a BMW you simply cannot deny the fact that they brand automobiles that are more a point A to point B car, more than a means of transportation. At that place is spirit behind these cars, these are drivers cars and are meant to exist enjoyed.

They are "The Ultimate Driving Machine".

A tag line ultimately does 1 matter and that is…..to keep a promise. The power to keep that promise across the board, throughout all the products a company offers, is oftentimes a feat that is overlooked past the understated ability of sheer consistency. In my stance BMW does just that. The bimmer is  a "driver'southward car" offset and everything else second.

When you are buying a BMW, you are buying something a bit different, something special and something you are proud of driving. I feel that "The Ultimate Driving Machine" slogan is timeless, genius and just plain works. Just in a digital age and with BMW facing a different heir-apparent today than they did 34 years ago, practise you feel that it'south time for a alter?

For those readers that were around before BMW was known as "The Ultimate Driving Auto", does the power and effectiveness still agree true today? Many of you lot have described sheer irateness towards the "Joy" campaign associated with the all new Z4 roadster and most recently the X1. If you had the opportunity to exercise so, what would yous make the next BMW slogan?

Share your thoughts in the comments section.

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Source: https://www.bmwblog.com/2009/11/04/the-ultimate-driving-machine-the-perfect-slogan/