Perhaps one of the most familiar slogans amongst manufacturers around the world, BMW's tag line has provided a unique selling point over the last century, making BMW's mark on the industry with a firm foot to the floor.
The famous slogan came from the ambition to target the 'creative class' and engage drivers in something that was not only an auto-mobile but the elite of the elite.
Yet BMW were speculating whether to park the famous slogan, replacing it with 'A Company of Ideas' - doesn't quite compare with the punchy, masculine tone of 'The ultimate driving machine' does it?
As it turns out, BMW decided to keep the famous tag line, in our view, steering the company in the right direction, keeping the heritage of the brand and that sense of accomplishment for anyone who can say "I drive the ultimate driving machine".
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