Time has turned BMW's golden slogan—'The Ultimate Driving Machine'—into lead weight around the company’s neck, says Dan Neil
BMW’S SLOGAN—“The Ultimate Driving Machine”—emerged from Munich’s marketing department in the 1970s in support of the brand’s expansion in the United States: eight metrically propulsive syllables, in English, easy to remember,
impossible to forget. History credits former GM vice-chairman Bob Lutz, a board member of BMW at the time, who suggested the strapline as an alternative to the limp, Teutonic Aus Freude am Fahren, “the joy of driving.” Way to go, Bob.
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