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Reader Comments for
Subscribe to this threadTrademark dumpster diving reveals a few gems
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mikomi @ Sep 8th 2006 9:27AM
"I still can't believe that BMW is giving up on "The Ultimate Driving Machine." Brand equity isn't like home equity - you don't get anything for it when you move on!"
BMW is not giving up "The Ultimate Driving Machine" slogan.
see: http://www.autoblog.com/2006/08/09/bmw-still-the-ultimate-driving-machine-after-all/
"The Passionate Pursuit of Potential" and "The Pursuit of Potential."
It sounds like these slogans are for their hybrids. I doubt Lexus will drop their current slogan, it sounds nice, that does not necessarily reflect their products though.