It's unlikely that we will see any campaign from BMW achieve what that one achieved especially now that BMW is losing fans. I mean let's be honest who doesn't want to drive the Ultimate Driving Machine? The reason for its longevity was because it was very effective at driving sales. Their Ultimate Driving Machine campaign ran for almost 40 years making it one of the oldest slogans in the automotive industry. Freude Am Fahren has been BMWs tagline since 1965 and now it's their new slogan. This new phrase is an interpretation of the German carmaker's tagline, "Freude Am Fahren" which means Pleasure To Drive. Proving once again why you should never tinker with a winning formula.īMW has now changed its slogan to "Designed For Driving Pleasure". This forced them to go back to their old slogan. This new campaign was focused on safety and fuel efficiency. In 2006 after BMW decided to stop running its Ultimate Driving Machine campaign they launched "Joy Is BMW".
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Related: Porsche’s Superbowl TV Ad Features Taycan Chase, Historic Models Their market researchers advised the carmaker that the ad no longer drove sales. The German manufacturer eventually stopped using the ad campaign in 2006 after its effectiveness had reportedly worn off. It was a symbol of their newfound success and independence. Baby boomers found the idea of owning the Ultimate Driving Machine extremely appealing so much so that BMW soon became their car of choice. People fell in love with BMW because of how they thought it would make them feel. The campaign was centered around emotion rather than the actual product. It was released around the same time baby boomers were entering the job market so BMW decided to focus its ads towards them. Their Ultimate Driving Machine campaign was a huge success. So European based carmakers were struggling to gain any sort of foothold in the American market.īut BMW managed to find a solution. The problem was, this was also around the same time American made cars dominated the U.S car industry. The goal was simple, to boost the BMW brand in the American market. Related: 10 Cool BMWs Worth Every Penny (5 That Are Overpriced Garbage)īMW & Ammirati and Puris launched their Ultimate Driving Machine ad campaign in the mid-1970s. After they released their ad campaign they followed it up by making a lot of great cars or should I say, Ultimate Driving Machines. This why BMW was and still is so successful because they back up their claims. This is what our company stands for and anything less is unacceptable! The success of your product depends on your ability to keep this promise. When you create a slogan you make a promise. And that is how the idea for the Ultimate Driving Machine campaign was born. Their job was to focus more on BMWs traditional sharp and sporty qualities instead of trying to go head to head with luxury carmakers such as Mercedes-Benz. The aim of the partnership between BMW & Ammirati and Puris was to redefine the company's brand. This was seen as a massive gamble at the time, but it eventually paid off. Related: The Real Reason BMW Is Losing Fans Left And RightĪt the time the ad agency that BMW chose to work with was still relatively unknown but Lutz believed in their ability after seeing their work on previous Fiat campaigns.
So, where does this slogan come from? And why is it regarded as one of the best ones around? Let's take a closer look. The Ultimate Driving Machine." And that sums it up perfectly, BMW is the Ultimate Driving Machine. The BMW brand will forever be linked to this iconic slogan.Įight years ago BMW launched an ad where they boldly claimed, "We don't make sports cars. Since then, BMW has tried to change it several times and failed. As a brand, BMW has had some of the best slogans around but its "Ultimate Driving Machine" slogan is their best ever.īMWs slogan is one of the oldest around, they first coined the phrase in the 1970s as a way of targetting post-war baby boomers. They are usually very short and to the point. A slogan is the most important part of any brand, they're designed to capture the attention of your customers and tell them what the company stands for.
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