BMW: changing a good slogan for no good reason?

In 31 years, BMW has gone from being the number eleven European automaker in the United States to being number one. So why is it changing its slogan from "The ultimate driving machine" to "A company of ideas?" Many car enthusiasts were disappointed to hear the news, and so is Advertising Age columnist Al Ries. "Any successful brand got to be successful by standing for something in the mind," explains Mr. Ries. "Changing what you stand for is almost impossible unless you don't stand for anything at all. In other words, a brand that is nowhere in the mind is a brand that can be changed. A brand that stands for something in the mind is a brand that is forever locked into its position." Ries says BMW owns "driving," Mercedes-Benz owns "prestige," and Volvo owns "safety." He argues that trying to stand for anything else will fail. "In the cemetery of failed launches are thousands of products, like Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste and Coca-Cola clothes," he explains. "These products didn't fail in the marketplace, they failed in the mind. They tried to stand for something that didn't fit prospects' perceptions about the brands."