"The Ultimate Driving Machine" slogan, part of the reason for BMW's move from zero to hero, a move taking Bimmer from 11th place in euro-brand US sales to 1st place over the 31-year history of the campaign, will no longer be pushing its driving machines as "ultimate." Instead, it'll be replaced by the much more descriptive slogan:
"A Company of Ideas"
Oh yeah, because when people buy a car they want "idea people," right? Since when did BMW become Hudsucker Industries? What's next? A round Bimmer — you know...for kids!
Changing a Winning Ad Slogan for No Good Reason [Advertising Age]
Bob Garfield Thinks Your New Ads Aren't Good, BMW [internal]