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]