One would be hard-pressed to think of a tagline more popular in the automobile industry than BMW’s “The Ultimate Driving Machine,” which we have selected as our Spicy Slogan of the Week.
The tagline was developed by Martin Puris, then the chief executive of Ammirati & Puris, in 1975. Prior to BMW, the agency was well-known for its Fiat ads but was still considered an underdog. BMW’s EVP of sales at the time, Bob Lutz, took a chance when he hired A&P, and his gamble paid off.
The Spicy Spirit team finds the slogan noteworthy due to its emphasis on the experience of driving a BMW. Other car campaigns highlight miles per gallon, aesthetics and green features. BMW may fall short in these areas when compared to its competitors, but it is a brand dripping with luxury, and the company chose to capitalize on that for its marketing efforts.