BMW dumps 'The ultimate driving machine'?

Well, not really.

But we were stunned at the Beijing auto show when we saw this sign above the booth...

Sheer driving pleasure?.

What is it and what idiot picked that?.

A former Lincoln employee?.

Message to BMW China...Dump your slogan!. It blows!

nathan_putland - 11/28/2006 3:36:17 AM

+3 Boost

BMW have been using that for a number of years in Oz!

2JZSoarer - 11/28/2006 2:09:09 PM

0 Boost

Yeah I pointed that out in the last blog,but they should have said "Beyond the ultimate driving machine",that would have been better!!

MunichRob - 11/28/2006 4:29:14 AM

+2 Boost

Yeah I saw this slogan on the BMWUSA site once before. I definitly don't like the new slogan...BMW should just stick with their "Ultimate Driving Machine" slogan, everybody is already more than familiar with it!

DarkOneForce - 11/28/2006 5:40:36 AM

+1 Boost

BMW have not, nor will they change the "Ultimate Driving Machine" motto.

They have been using besides it the "Sheer Driving Pleasure" and "Freude am Fahre" mottos too for quite a while.

Shocking some of you people are shocked at this !!!

Clue on just about everything to americans ... there more than America in this world.

BimmerFan - 11/28/2006 11:31:05 AM

+1 Boost

True Bimmerphiles know that BMW has used this slogan as well for years. Geez!

Gennissen - 11/28/2006 6:58:25 AM

+5 Boost

My gosh. i can't believe someone actually posted this. they could have at least dones some research before do so.

BMW_DRVR - 11/28/2006 8:11:22 AM

+2 Boost

Not just someone. Agent 001. I have been seeing that for some time now.

BimmerFan - 11/28/2006 11:31:57 AM

+1 Boost

research....on this site? hahahaha!

daverave - 11/28/2006 9:42:56 AM

-1 Boost

BMW has a new agency in the US and it is re-branding and focusing on the so-called "idea class" (also the name of a book) -- creative ppl who make lots of cash such as designers, architects and artists (well, scrap artists, it's only the heirs that might get wealthy)... believe it or not, BMW only has 30% or so consideration in the luxury category. When I read that, I was stunned. The cars are ugly, but they are well made...

Autoegr525 - 11/28/2006 12:46:55 PM

+3 Boost

No one in China knows how to drive so neither slogan makes any sense

Sauceboy01 - 11/28/2006 12:53:25 PM

+1 Boost

i think "sheer driving pleasure" sounds better in chinese than "the ultimate driving machine"

haha!

2JZSoarer - 11/28/2006 2:15:17 PM

-2 Boost

This should be BMW's new slogan"BWM nothing but magic feel"!!!!What ever magic feel is!I always hear everyone talk about it,so not make it their new slogan.

2JZSoarer - 11/28/2006 2:16:29 PM

-2 Boost

mistype:
This should be BMW's new slogan"BWM nothing but magic feel"!!!!What ever magic feel is!I always hear everyone talk about it,so "why" not make it their new slogan.

2JZSoarer - 11/28/2006 2:18:22 PM

-4 Boost

Yeah I suck at typing:"BMW nothing but magic feel"

S4cabriofoxone - 11/28/2006 5:04:08 PM

+1 Boost

I hope not. This campaign suits them too well.

And yes, I've known about "Sheer Driving Pleasure" for quite some time now. Nothing new.

razzy23 - 11/28/2006 6:42:51 PM

+4 Boost

thats the european slogan. they ve been using that FOREVER, (moron)

audirevolution - 11/28/2006 7:53:25 PM

+1 Boost

I don't mind the change.
But I prefer The Ultimate Driving Machine.
It was the perfect slogan for the company.

MercBasher - 11/28/2006 8:00:15 PM

+1 Boost

Maybe in one of the four main Chinese languages the words ultimate, driving, or machine sound similar to something obscene, obnoxious or otherwise nasty - such that it made sense to change the slogan?

DarkOneForce - 11/29/2006 4:50:34 AM

+4 Boost

REPOST:

BMW have not, nor will they change the "Ultimate Driving Machine" motto.

They have been using besides it the "Sheer Driving Pleasure" and "Freude am Fahre" mottos too for quite a while.

Shocking some of you people are shocked at this !!!

Clue on just about everything to americans ... there more than America in this world.

foodriver - 11/29/2006 3:37:57 AM

+1 Boost

Does it matter what slogan a car company use? Aren't we buying the product based on some objective measurements. Especially in this blog, I think we should not be complaining about it.

M53R - 11/29/2006 6:35:47 AM

+4 Boost

Check out the international BMW site b4 u post this rubbish! www.bmw.com. It says sheer driving pleasure! So this whole post is pointless!!