BMW US revives ‘The Ultimate Driving Machine’ +video

BMW 5-Series Refuel Advert - Ultimate Driving Machine

As car slogans go, the ‘Ultimate Driving Machine‘ from BMW has probably been one of the most successful slogans in car history. Which made it all the more surprising when they dropped it.

Their arguments for changing their marketing direction were sound, but always seemed a bit misguided. We understood that in a world where many are obsessed with economy and emissions that performance may not always be at the top of everyone’s list of priorities.

But much of the noise that’s made about the environment comes from a very vocal minority; the majority quietly believe that man-made global warming is a nonsense and carry on as always. Apart from now being taxed on their CO2 emissions, which is an entirely baseless premise.

But it now seems as if BMW has realised that its core market is never going to prefer ‘Joy’ over ‘The Ultimate Driving Machine’, so BMW – or at least BMW in the US – has brought the Ultimate Driving Machine back to the fore in a new advert.

Cleverly, they’ve managed to use the Ultimate slogan and boast about the fuel parsimony of the new BMW 5-Series at the same time.

Glad to see the Ultimate Driving Machine back where it should be – on a BMW advert.

By Cars UK