Several Sources are now reporting the “The Ultimate Driving Machine” solgan for BMW will remain after all. Eric Webber, the communications director at the automaker’s new advertising agency, GSD&M set the record straight on our previous post, taking Advertising Age columnist Al Ries to task for his proclamation that BMW was ashcanning the slogan. According to Webber, “Ries took some bad information and then compounded the problem by making poor assumptions based on comments that he did not even try to verify.” Ouchie.
BMW’s new “A Company of Ideas” campaign is not an attempt to supplant the existing slogan, it’s a “positioning statement” designed to complement it.