BMW Drops Ultimate Slogan

We’re stunned. One of the most successful advertising slogans of all time is no more. BMW’s tagline, “The Ultimate Driving Machine,” is headed for the trash heap, to be replaced by the soul-less “A Company of Ideas.” That line really makes you willing to plunk down luxury-car cash for a new ride, doesn’t it?

The reason the “ultimate” tagline actually worked was because BMW backed it up with products that were thrilling to drive. How often can you pull off something so ostentatious so easily?

There are a few successful taglines we could see going, like Mazda’s “Zoom-Zoom.” But “The Ultimate Driving Machine”? We’re not quite sure how “ideas” connect with driving. This could go down as the “ultimate” mistake in automotive advertising history.

[Changing a Winning Ad Slogan for No Good Reason, AdAge via Jalopnik]