• Aug 9, 2006
Oops. Seems that Al Ries' column in Advertising Age was a little off base when he accused BMW of dropping the famous slogan "The Ultimate Driving Machine" in favor of the "Company of Ideas" theme central to the brand's new ad campaign that was devised by its shiny new ad agency, GSD&M.

It turns out that "The Ultimate Driving Machine" remains BMW's tagline. Broadly speaking, the idea behind the "Company of Ideas" campaign is that it takes a Company of Ideas to come up with The Ultimate Driving Machine.

A couple of quotes from the original press releases about the campaign should have been a clue:

"BMW has carved out a unique niche in the industry by placing a premium on constant
innovation and inspiration and this campaign will reveal the company behind The Ultimate
Driving Machine." - Jack Pitney, VP Marketing, BMW North America (pdf)

"BMW, which retains "The ultimate driving machine" as its tagline, ...] - AdWeek (pdf)

The ad pictured above, for BMW's Performance Series of concerts and films, is a good example. See other examples from the GSD&M campaign here.

You may now return to your regularly-scheduled programming...

[via Kicking Tires]


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    • 1 Second Ago
  • 9 Comments
      • 8 Years Ago
      I think people got riled up not because of the tagline change (which didn't happen), but because it went along with the general dissatisfaction with the direction BMW is heading.
      Namely: controversial (often ugly) styling; electronic gadgetry overload; size and weight bloat; less communicative steering.
      Also, people who buy BMWs are increasingly poseurs, not real drivers..
      • 8 Years Ago
      "Namely: controversial (often ugly) styling; electronic gadgetry overload; size and weight bloat; less communicative steering."

      I have to agree with you on those points, especially your point on steering. If it weren't because the wife drives my 325i E46 too; I would've ripped out the power steering pump a long, long time ago. : )
      • 8 Years Ago
      I love my bmw and I don't think BMW's new slogain""A Company of Ideas" sounds as good as the old slogan "the Ultimate driving machine" i think they should bring back the old slogan.
      • 8 Years Ago
      Excellent. This is some of the best news of the day for Bimmer lovers.
      • 8 Years Ago
      Whew! Order has been restored to the universe, and there is balance in the force again.

      Thank god!
      • 8 Years Ago
      first off, no linky dink for KT? sheesh

      secondly this post makes it sound like Autoblog didn't make the same mistake we did (and Jalopnik and LLN) by not checking those simple facts and believing the AdAge story at face value.

      Ah well. Alls better now.
      • 8 Years Ago
      Thank the Jedi for restoring order to the Force and slaying that dreadful Sith Lord "Company of Ideas". How stupid! Now I can sleep tonight and the sun will rise as normal and I don't have to worry about turning the keys of my Bimmer over to an "over-priced - there is no substitute" Porsche dealer. Although......

      May the Force Be With You Fellow Bloggers!
      • 8 Years Ago
      lol I called it
      • 8 Years Ago
      So everyone got riled up over nothing. How often does that happen around here? Oh...