This image was lost some time after publication.

"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]