BMW Retaining “The Ultimate Driving Machine” Slogan After All

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.

BM3W - 8/10/2006 11:39:34 AM

+1 Boost

The slogan will be along the lines of the new commercials...

"As an independent company we let great ideas live to become the Ultimate Driving Machine"

PlanoA4 - 8/10/2006 12:03:17 PM

+1 Boost

Will- Porn? Whatever gets their rocks off. I guess when they the new 3 series is sexy, they take it to a new level.

M53R - 8/10/2006 3:26:13 PM

+1 Boost

HORAY ,CHEERS

krzykarl - 8/10/2006 3:45:23 PM

+1 Boost

Thank god for that.... changing that slogan would have taken a lot away from this brand!!!

1relenthless5 - 8/10/2006 5:17:31 PM

+1 Boost

man do i feel relieved they're not changing the slogan. like krzykarl said it would have taken a lot away from bmw!!!

S4Super - 8/10/2006 10:27:14 PM

+1 Boost

BMW should change its slogan to: "BMW & Crack: Both overpriced, same effect."

jochet - 8/11/2006 9:41:04 PM

+1 Boost

I guessing those who critisize and demean BMW as a brand, have never owned one. Yes these cars are exspensive, but they're worth every cent because nothing drives like a BMW.

M53R - 8/16/2006 4:39:23 PM

+1 Boost

jochet said it all.