Autoblog http://www.autoblog.com Autoblog http://www.blogsmithmedia.com/www.autoblog.com/media/feedlogo.gif Autoblog http://www.autoblog.com en-us Copyright 2009 Weblogs, Inc. The contents of this feed are available for non-commercial use only. Blogsmith http://www.blogsmith.com/<![CDATA[BMW: Still "The Ultimate Driving Machine" after all]]>http://www.autoblog.com/2006/08/09/bmw-still-the-ultimate-driving-machine-after-all/http://www.autoblog.com/2006/08/09/bmw-still-the-ultimate-driving-machine-after-all/http://www.autoblog.com/2006/08/09/bmw-still-the-ultimate-driving-machine-after-all/#commentsFiled under: ,



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]

BMW: Still "The Ultimate Driving Machine" after all originally appeared on Autoblog on Wed, 09 Aug 2006 16:26:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments]]>bmw ad campaigncompany of ideasultimate driving machineUltimateDrivingMachineWed, 09 Aug 2006 16:26:00 EST<![CDATA[BMW drops "Ultimate Driving Machine"]]>http://www.autoblog.com/2006/08/07/bmw-drops-ultimate-driving-machine/http://www.autoblog.com/2006/08/07/bmw-drops-ultimate-driving-machine/http://www.autoblog.com/2006/08/07/bmw-drops-ultimate-driving-machine/#commentsFiled under: ,

BMW has used the tagline "Ultimate Driving Machine" for 31 years. During that time its sales in the U.S. have gone from 15,007 units in 1974 the year before the ad slogan began to 266,200 units in 2005. While producing outstanding automobiles during that time may have something to do with the brand's success, no doubt the tagline is considered one of the best in the automotive biz (See Poll Results: Best Tagline Ever - Battle Royale). Regardless, BMW is dropping the successful phrase and replacing it with "A Company of Ideas".

We're of the if-it-ain't-broke-don't-fix-it camp, and Advertising Age has penned a nice article detailing why corporate culture often likes to change a winning slogan. AdAge also lists some of the monumental failures that have resulted. Hopefully we're wrong and BMW sales won't suffer from the new slogan, but we doubt the public will be able to think of Bimmers as anything but Ultimate Driving Machines for a very long time.

[Source: Advertising Age]

BMW drops "Ultimate Driving Machine" originally appeared on Autoblog on Mon, 07 Aug 2006 21:01:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments]]>adslogantaglineUltimate Driving MachineUltimateDrivingMachineMon, 07 Aug 2006 21:01:00 EST<![CDATA[Car marketing firms "like ADD ferrets on amphetamines"]]>http://www.autoblog.com/2006/05/22/car-marketing-firms-like-add-ferrets-on-amphetamines/http://www.autoblog.com/2006/05/22/car-marketing-firms-like-add-ferrets-on-amphetamines/http://www.autoblog.com/2006/05/22/car-marketing-firms-like-add-ferrets-on-amphetamines/#commentsFiled under: , , , , , , , ,

Whether encountered via television, print, radio, Internet or billboards, it's hard to escape automotive advertising. Because they're so omnipresent, most people tend to 'tune out,' so automakers have turned to slogans to and catchphrases to stay in consumer's minds, with the inevitable varying degrees of success.

All of which makes the frequency with which they alter their slogans a bit hard to figure. In fact, things have gotten so schizophrenic that Paul Ballew, executive director of global market and industry analysis for General Motors recently told Advertising Age that "We're like ADD ferrets on amphetamines." Lovely picture, that.

Regardless, Ballew has a point. By AA's tally, Buick has had five taglines since 2000, and Saturn and Pontiac have had four a piece. By comparison, brands with decidedly clearer identities would appear to be keeping their slogans longer: BMW's 'The Ultimate Driving Machine' mantra has carried the company through the 1980s and four agencies. Mazda has 'Zoom Zoom'd for going on five years now. Hummer has had one slogan since its birth in 2001, "Like No Other," and GM's resurgent Cadillac has held fast to the Led Zeppelin-influenced "Break Through" since early 2002. Of course, GMC's "Professional Grade" campaign has been around since late 2000, and assessing that nameplate's success is problematic. Still, the correlation bears further study.

So... how do you feel about automotive taglines and slogans... do any ring particularly true or false for you as a consumer? Do you heed them at all? Mint your own catchphrase in 'Comments.'

[Sources: Advertising Age; ewancient.lysator.liu.se]

Car marketing firms "like ADD ferrets on amphetamines" originally appeared on Autoblog on Mon, 22 May 2006 13:59:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments]]>ad sloganAdSloganBreak ThroughBreakThroughcatchphraseLed ZeppelinLedZeppelinmarketingProfessional GradeProfessionalGradeUltimate Driving MachineUltimateDrivingMachineZoom ZoomZoomZoomMon, 22 May 2006 13:59:00 EST<![CDATA[BMW named top brand for telematics]]>http://www.autoblog.com/2006/04/30/bmw-named-top-brand-for-telematics/http://www.autoblog.com/2006/04/30/bmw-named-top-brand-for-telematics/http://www.autoblog.com/2006/04/30/bmw-named-top-brand-for-telematics/#commentsFiled under: , , , , , , ,

According to the Telematics Research Group (TRG), the crafty engineers at BMW are the most technologically savvy bunch selling cars in North America-- at least as far as telematics go. The upscale Bavarian marque headed the TRG Automotive Technology Index thanks to its range of available "key telematics, infotainment and driver assist technology." Composed of 30 different metrics in six categories, BMW edged Mercedes-Benz and Cadillac to take the top spot, with Infiniti and Lexus rounding out the top five.

Advances in driver assist technology like lane-departure warning systems and adaptive cruise control have largely been introduced in brand flagships like BMW's 7-Series and Mercedes-Benz's S-Class, with features trickling down to the rest of the lineup as time goes on.

That said, innovations like BMW's all-in-one metallic porkpie hat (otherwise known as iDrive) have had their share of detractors and glitches, with not everyone warming to the influx of electronics in their vehicles. Obviously, however, that hasn't deterred the brand from moving forward with various technological initiatives.

[Source: DrivingToday.com; AutoReview.ru]

BMW named top brand for telematics originally appeared on Autoblog on Sun, 30 Apr 2006 19:04:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments]]>BenzBMWDriver aidDriverAidGPSGUIiDriveS-ClassTelematicsTRGUltimate Driving MachineUltimateDrivingMachineSun, 30 Apr 2006 19:04:00 EST