BMW Retains Ultimate Slogan
On Monday we posted about an AdvertisingAge story that reported BMW would replace its “The Ultimate Driving Machine” slogan with “A Company of Ideas.” We were astonished that BMW would give up one of the best automotive lines of all time. And so was BMW. It seems the story in AdvertisingAge — the bible for the advertising industry — was just plain wrong.
“BMW has no intention of dropping, altering or in any way moving away from that great line,” says Eric Webber, a spokesman for ad agency GSD&M, the company responsible for BMW’s new “A Company of Ideas” campaign.
In fact, when you look at the “Company of Ideas” print ads, the “The Ultimate Driving Machine” slogan is clearly present. Webber says the new campaign is a positioning statement for the company and not meant as a slogan replacement for “The Ultimate Driving Machine.”
Well, thank goodness. Unfortunately, our knowledge of similar flubs at other automakers in the past had us believing the erroneous AdAge story, as did many other media outlets. Hopefully we’ve cleared it up.
