The Perfect Slogan? BMW To Focus On "Ultimate Driving Machine" Advertising For 2012

BMW of North America will introduce its new brand advertising on Saturday, reinforcing its image as “the ultimate driving machine” as it introduces 14 new models in the United States this year.

Kirshenbaum Bond Senecal & Partners, appointed in August by BMW as its lead agency in the United States for national brand creative work and ads for BMW dealers, has produced a new 30-second television spot that will have its premiere on NBC’s broadcast of the N.F.L.’s wild-card games.

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LexSucks - 1/6/2012 3:33:58 PM

+1 Boost

Why did they ever get away from it? I guess "Joy" wasn't cutting it.

2ndbimmer - 1/6/2012 5:00:11 PM

+3 Boost

well, the new 3 series better be the ultimate driving machine! Everyone I know who is currently in an Audi is dying to get out of it and back in to BMW. The driving dynamics are far superior. BMW better not make the new 3 series soft steering like the current 5 series or else I will be leaving the company.

Driver8 - 1/6/2012 5:28:12 PM

-1 Boost

All the people I know are happy with their Audis. Most people have no idea what driving dynamics are, and just want a nice luxury car that has style.

As for ultimate driving machine - well that depends on your perspective. If you think a 1500kg german saloon is the ultimate driving machine then you should drive a few more different cars. They are great for a 4-door family car. The M cars are great for what they are - but they are far from the ultimate.

Joe_Limon - 1/6/2012 5:56:03 PM

+3 Boost

"Most people have no idea what driving dynamics are, and just want a nice luxury car that has style."

Would you say this would be the typical description of most Audi buyers? And not the buying populous in general?

t_bone - 1/6/2012 7:51:45 PM

+2 Boost

Unfortunately it's also the Ultimate Runflat Machine with BMW leading the charge on that "progress" of technology.

LJ745 - 1/8/2012 7:15:29 PM

+1 Boost

Great ad, says it all in a positive not. Nothing negative like Audi pulls in their commercials. I would still like to see BMW focus a little more and narrow its product line. The "i" line is fine, but lose some others like the 1 series and X6. Narrow down the number of options in the 5 and 7 range. Cut the Z and 6 series down to one model each. Focus, focus, focus. They are like GM with all these freaking models.

iamdabest1 - 1/9/2012 9:25:05 AM

+2 Boost

i dont know what you are talking about too many models ?? if you have one car with 2 or 3 engines offered what is the big deal ? and the x6 looks nicer than than the x5, its just less useful..

LJ745 - 1/9/2012 8:12:52 PM

+1 Boost

The X6 doesn't sell worth crap. BMW has nearly 68 different models right now before options, etc. It's too many. Now they are introducing the i line as well. They are rivaling GM with the number of different models they offer.

Look at the 7 series: 740i, 740Li, 750i, 750i X, 750Li, 750Li X, 760Li, 750i active hybrid, 750Li active hybrid (9 cars - not including the B7). That 9 cars and nearly all the sales are the 750Li. It's too much. The 5 series is the same way, too many freaking models. Yes, I know they are "the same car with 2 or 3 engines," but that doesn't mean they should all be built. No one buys the X6, kill it.