No matter what you think about the BMW brand or its vehicles, you've got to admit that it's got the greatest slogan of any car company, ever. "The Ultimate Driving Machine" is one of those timeless phrases that ad execs dream about and companies pay millions to come up with.

According to The New York Times, the best-selling luxury brand in the U.S. will again be embracing the phrase, formerly just its tagline, but now BMW's slogan. (What's the difference? We'll have to ask Don Draper and get back to you.) More importantly, the German automaker has ditched its "Joy" campaign, that touchy-feely series of ads that downplayed the brand's enthusiast appeal in favor of lots of smiling, happy people. According to the report, BMW will be introducing 14 models in 2012, its biggest-ever product rollout, hence the need to launch a new series of ads with an overarching theme. Not that "Joy" didn't work, but we're much happier seeing BMW's sliding sideways on a track than people jumping into their cars.

The first ad, from the company's new agency, Kirshenbaum Bond Senecal & Partners, debuted during the NFL playoffs this past weekend, and featured a rather clever voiceover saying, "We don't make sports cars. We don't make SUV's. We don't make hybrids, and we don't make luxury sedans," then paying it off with, "We only make one thing: The ultimate driving machine."

Bravo, BMW.

Click past the jump to see the new commercial.


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    • 1 Second Ago
  • 60 Comments
      Kris
      • 2 Years Ago
      I don't know who came up with this ad, but he is a f**kin' genius! Enjoy your fat bonus Mr!
      Yaro Park
      • 2 Years Ago
      I agree on slogan. I test drove Bmw 328i, 335i, G35, G37, C300 and want to test Lexus is350. G37 - space shuttle, but too bloated and I didn't feel the same acceleration like on 335i...It has exactly the same feeling like my Toyota :) The best driving experience I had with BMW 335i. Handling, Speed and driving feeling. Plus free maintenance for 4 years or 50k miles. - After warranty is too expensive to own. Go test drive one and tell me if you don't like it. Go test drive one and you will love it.
      • 2 Years Ago
      [blocked]
        Frisky_Dingo
        • 2 Years Ago
        I accidentally downvoted you, big meant to upvote you. I'd give you like 1,000,000 upvotes if I could. BMW's are now just for posers and yuppies. Their M cars are still cool, but even they have started getting soft. BMW is definitely not the company they used to be.
        RodRAEG
        • 2 Years Ago
        Of the cars you listed, the fastest times I found for the latest TL-SH, at 5.7 sec 0-60 (5.5 for the '08), G37 was 5.0 0-60, whereas the fastest time I've found for a 335i was 4.8 0-60. Skidpad best for the Acura was .92g which was for one of the older models. .86g for the '12, so the Acura has gotten softer, it seems. G37 skidpad I found was .85g. The 335i's skidpad is .92g Also, all of these models are heavier than the ones they replace. it's not just BMW that's getting heavier. They're all getting heavier. Not to mention, you've still got the 335is which is more powerful and has better handling than the standard 335i. Great job at being wrong, and in retrospect, it would've been easier to just point out that you're comparing the 335i to an awd vehicle. HAH! What, so understeer= good driving dynamics? What a laugh.
        kcroc10077
        • 2 Years Ago
        I actually think the purest BMW is the E90 Series M3. The 335i has become soft but it's still a very good car.
        andyb5
        • 2 Years Ago
        I agree with a lot of your comment, but the 1 series is RWD. Think 1 M, 135i, etc
        Ferrarip4
        • 2 Years Ago
        Question: do you drive a BMW. When you compare 0-60 times and cars like the Acura TL (ugly overweight AWD Honda and) G37 (crude driving Nissan) to a335i, you are missing the point. By the way you should know better: According to Road and Track's 0-60 times: Acura: 5.2 secs, 335is: 4.6 secs, G37: 5.1 secs. The 335i smokes them all... And I'm not even comparing how they drive...
          Greg
          • 2 Years Ago
          @Ferrarip4
          What about the BMW 335is coupe vs. the Infiniti G37 IPL coupe? That would be a fair comparison, wouldn't it?
          tp1kenobi
          • 2 Years Ago
          @Ferrarip4
          I wouldn't go that far Justin in the comparison between the S4 and 335i. The two are quite a bit different, especially when it comes to driving dynamics. Audi's Quattro tech is a double edged sword when it comes to driving dynamics.
          jhott66
          • 2 Years Ago
          @Ferrarip4
          "Greg In the old days of the M cars, the only available transmission was a manual. I guess BMW is trying to go back to that time with their current 1 M. Was the E46 BMW M3 the first M car to offer an automatic transmission?" E36 M3 was offered with a planetary autmatic with torque converter. E46 M3 had the semi-automatic manual transmission. V10 M5 had the same transmission. Current M cars are offered with dct. both are very different than planetary automatic with torque converter.
        stclair5211
        • 2 Years Ago
        Rant master? More like limp wristed beotch.
        jhott66
        • 2 Years Ago
        You should go drive one before you rant. Oh, wait, that's right, you won't get your driver's license for another 3 years. 1series is RWD genius......
      recharged95
      • 2 Years Ago
      "We only make one thing".... Let me guess: Service centers. (Considering most BMWs are made outside the DE)...
      autoblogcomments
      • 2 Years Ago
      I love BMW. That's all I have to say.
      smoltz2006
      • 2 Years Ago
      I love how the ad (for BMW USA) starts with the M3 GTS, a car not even available in the USA. Figures.
        Ak74
        • 2 Years Ago
        @smoltz2006
        Sports cars. That is a sports car and it build by BMW so whats a problem with that?
        Greg
        • 2 Years Ago
        @smoltz2006
        Ford should start their next North American TV advertisement with an Australian market Ford Falcon next...
      • 2 Years Ago
      [blocked]
        Frederico Silva
        • 2 Years Ago
        Coming from someone who hasn't driven a 5GT *(noobs) haters gotta hate*
          Jason
          • 2 Years Ago
          @Frederico Silva
          Who would want to drive that humpbacked whale?
        • 2 Years Ago
        [blocked]
          kcroc10077
          • 2 Years Ago
          Define in serious decline. Maybe for gearheads like you and I who want and cherish communicative steering, a tight chassis, and great driving dynamics but for the great "unwashed" who don't care about such things BMW is doing fine. It's all about money. As BMWs customer base skews more towards non-enthusiasts their cars will continue to get softer. You might not like it but you really can't stop it. Take a look at their balance sheet and you'll find way more black ink than red.
        Eta Carinae
        • 2 Years Ago
        You see it wasn't in the commercial lol
        • 2 Years Ago
        [blocked]
        8LiterHemiV8
        • 2 Years Ago
        I do agree with you there.
      stclair5211
      • 2 Years Ago
      Love them or hate them, the truth is BMW gets it. They see the car as a work of art and a tool for driving. They are putting out some fantastic designs lately. I disagree with the haters. BMW has never been better. Cadillac and the others can only dream. I bet most of these haters have never even driven, let alone owned, a modern BMW. I love mine and that's saying something. I hate most everything!
      miketim1
      • 2 Years Ago
      Cool I guess... Lexus audi and benz make SUV, Performance car and luxury cars too...
      bmw_sucks
      • 2 Years Ago
      I have a X5, and when it is not in shop getting repairs, it is pretty slick. I love the 7.8 seconds it takes to go from 0 to 60. And it handles superbly, just like a Toyota Highlander.
      scotth3886
      • 2 Years Ago
      The 'ultimate driving machine' tag line isn't all that original. http://youtu.be/yM4kp_vbM5Y
        Cool Breeze
        • 2 Years Ago
        @scotth3886
        Man, I miss the old Pontiac! Too bad that it died of "natural causes"...
      level4
      • 2 Years Ago
      "We only make one thing".... Fat bloated cars that suck the joy out of driving.
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