Comments on: BMW: changing a good slogan for no good reason? http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html Car news, reviews, and specs for the auto-industry Sun, 22 Nov 2009 09:05:03 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: Eric Webber http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-222548 Eric Webber Mon, 14 Aug 2006 15:39:09 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-222548 In the August 7 edition of Advertising Age, columnist Al Ries claimed that in an upcoming advertising campaign, BMW would be dropping its legendary slogan “The Ultimate Driving Machine.” Ries was significantly off-base. First of all, BMW has no intention of dropping, altering or in any way moving away from that great line. In the development of the latest ad campaign, the first from BMW’s new advertising agency GSD&M, the issue wasn’t even discussed. Ries took some bad information and then compounded the problem by making poor assumptions based on comments that he did not even try to verify. The “upcoming” campaign to which Ries referred actually began running more than three months ago, on May 5, in print, TV and online. “The Ultimate Driving Machine” slogan is prominently featured in all of the ads. There was also quite a bit written about the campaign launch in print and online. It appears that Ries was confused by a mention of the overarching theme of the campaign, “A Company of Ideas.” That’s not a slogan, and those actual words don’t appear in the ads in any way that would be confused as a replacement for “The Ultimate Driving Machine.” In the marketing business, it’s known as a positioning statement.” It represents a way of talking about the company, as opposed to a specific slogan that identifies the brand. BMW is a remarkably innovative company. Their corporate culture, specifically their independence and encouragement of creative thinking and problem solving is what allows them to produce the ultimate driving machine. They are very much a company of ideas and they have the chops to prove it. The ad campaign so misinterpreted by Ad Age gives consumers a look at some of the ways BMW backs up that claim. The two things, a positioning and a slogan are very important but also very different things. The former is a broad theme, the latter a very specific word or phrase. Separate but complimentary. It’s a distinction that any marketing student knows. Al Ries and Ad Age certainly should have too. To get a better look, check out the “Uniquely BMW” section of www.bmwusa.com. Eric Webber Communications Director GSD&M In the August 7 edition of Advertising Age, columnist Al Ries claimed that in an upcoming advertising campaign, BMW would be dropping its legendary slogan “The Ultimate Driving Machine.” Ries was significantly off-base. First of all, BMW has no intention of dropping, altering or in any way moving away from that great line. In the development of the latest ad campaign, the first from BMW’s new advertising agency GSD&M, the issue wasn’t even discussed. Ries took some bad information and then compounded the problem by making poor assumptions based on comments that he did not even try to verify.

The “upcoming” campaign to which Ries referred actually began running more than three months ago, on May 5, in print, TV and online. “The Ultimate Driving Machine” slogan is prominently featured in all of the ads. There was also quite a bit written about the campaign launch in print and online. It appears that Ries was confused by a mention of the overarching theme of the campaign, “A Company of Ideas.” That’s not a slogan, and those actual words don’t appear in the ads in any way that would be confused as a replacement for “The Ultimate Driving Machine.” In the marketing business, it’s known as a positioning statement.” It represents a way of talking about the company, as opposed to a specific slogan that identifies the brand.

BMW is a remarkably innovative company. Their corporate culture, specifically their independence and encouragement of creative thinking and problem solving is what allows them to produce the ultimate driving machine. They are very much a company of ideas and they have the chops to prove it. The ad campaign so misinterpreted by Ad Age gives consumers a look at some of the ways BMW backs up that claim. The two things, a positioning and a slogan are very important but also very different things. The former is a broad theme, the latter a very specific word or phrase. Separate but complimentary. It’s a distinction that any marketing student knows. Al Ries and Ad Age certainly should have too.

To get a better look, check out the “Uniquely BMW” section of http://www.bmwusa.com.

Eric Webber
Communications Director
GSD&M

]]> By: Ed http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-217196 Ed Tue, 08 Aug 2006 22:38:11 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-217196 We have a Volvo and I have spent more time autocrossing and on the track doing driving schools than any of the BMW, Audi, Mercedes Benz owners I know combined (note I did not say every BMW, Audi and MB owner - I said the ones I know). I'm a car guy and I love my wife's S60 T5. It's fast, reliable as can be (far better than my Acura TL has been) and stealthy as sin. At high speeds it is far more relaxed and capable than the TL (which is very floaty at speed, the S60 is just glued down) Renton, that kind of generalizing is jut plain wrong. We have a Volvo and I have spent more time autocrossing and on the track doing driving schools than any of the BMW, Audi, Mercedes Benz owners I know combined (note I did not say every BMW, Audi and MB owner – I said the ones I know). I’m a car guy and I love my wife’s S60 T5. It’s fast, reliable as can be (far better than my Acura TL has been) and stealthy as sin. At high speeds it is far more relaxed and capable than the TL (which is very floaty at speed, the S60 is just glued down) Renton, that kind of generalizing is jut plain wrong.

]]> By: The Stig http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216919 The Stig Tue, 08 Aug 2006 17:25:42 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216919 Mercedes-Benz owns "prestige" and they also own reliability. Not anymore. Mercedes-Benz owns “prestige” and they also own reliability. Not anymore.

]]> By: al http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216629 al Tue, 08 Aug 2006 07:37:26 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216629 ^agreed ^agreed

]]> By: Craig http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216607 Craig Tue, 08 Aug 2006 07:14:13 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216607 BMW: "The ultimate driving machine." Porsche: "There is no substitute." Leave a good thing alone. BMW: “The ultimate driving machine.”

Porsche: “There is no substitute.”

Leave a good thing alone.

]]> By: Falcom http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216574 Falcom Tue, 08 Aug 2006 06:32:58 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216574 relax people, BMW is still "the ultimate driving machine" just a few months ago they ran an ad about how their slogan is one of the most recognized, striaght to the point slogans ever made. and its true. I doubt they will change their slogan any time soon, if ever. This 'ideas' thing is just a new marketing of ideas the are born into ultimate driving machines. watch the commercials before you open your mouthes people. relax people, BMW is still “the ultimate driving machine”

just a few months ago they ran an ad about how their slogan is one of the most recognized, striaght to the point slogans ever made. and its true. I doubt they will change their slogan any time soon, if ever. This ‘ideas’ thing is just a new marketing of ideas the are born into ultimate driving machines. watch the commercials before you open your mouthes people.

]]> By: Saud http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216570 Saud Tue, 08 Aug 2006 06:22:19 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216570 I agree with JSP, though I hope the retarded Mr. Ries aint right. I agree with JSP, though I hope the retarded Mr. Ries aint right.

]]> By: JSP http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216561 JSP Tue, 08 Aug 2006 05:38:25 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216561 On bmwusa.com the slogan still shows "The Ultimate Driving Machine". I think "A Company of Ideas" is just a name for the current series of ads. On bmwusa.com the slogan still shows “The Ultimate Driving Machine”. I think “A Company of Ideas” is just a name for the current series of ads.

]]> By: Dan http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216552 Dan Tue, 08 Aug 2006 04:54:28 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216552 Renton, I agree with YellowJacket that your comments were unnecessarily inflammatory. "Volvo does not OWN safety" is a ridiculous comment. I don't believe any carmaker "owns" safety... just as BMW doesn't "own" driving excitement. Volvo has merely built a reputation around safety. And as far as Volvo's not being purchased by real car people, I beg to differ. I happened to want a roomy car for my family and didn't want a minivan or SUV to get it (check out the luggage space of a V70R compared to a 5-series wagon, or E-class wagon and you'll get my point). And, as far as driving excitement goes, I track my 911 (which I can garage on bad weather days). With a good set of snowshoes, the Volvo takes me anywhere I want in the winter. :) Renton,

I agree with YellowJacket that your comments were unnecessarily inflammatory.

“Volvo does not OWN safety” is a ridiculous comment. I don’t believe any carmaker “owns” safety… just as BMW doesn’t “own” driving excitement. Volvo has merely built a reputation around safety.

And as far as Volvo’s not being purchased by real car people, I beg to differ. I happened to want a roomy car for my family and didn’t want a minivan or SUV to get it (check out the luggage space of a V70R compared to a 5-series wagon, or E-class wagon and you’ll get my point).

And, as far as driving excitement goes, I track my 911 (which I can garage on bad weather days). With a good set of snowshoes, the Volvo takes me anywhere I want in the winter.

:)

]]> By: Tom http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216522 Tom Tue, 08 Aug 2006 03:21:42 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216522 This is the stupidest idea I have ever heard. BMW = "The Ultimate Driving Machine", even the Canadian slogan "The Ultimate Driving Experience" doesn't sound so good. But Asia's "Sheer Driving Pleasure" is so true though! This is the stupidest idea I have ever heard. BMW = “The Ultimate Driving Machine”, even the Canadian slogan “The Ultimate Driving Experience” doesn’t sound so good. But Asia’s “Sheer Driving Pleasure” is so true though!

]]> By: Camron http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216513 Camron Tue, 08 Aug 2006 03:02:07 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216513 If this is true, I'm never going to buy a BMW again If this is true, I’m never going to buy a BMW again

]]> By: Renton http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216492 Renton Tue, 08 Aug 2006 01:57:06 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216492 "BMW's are great but i'm not sure why you decided to insult volvos." --Comment by Gatech_YellowJacket Volvos are not the same company they used to be. For the price of any Volvo you can find a comparable BMW that is priced similarly yet much much more fun to drive. I think Volvos are boring, for the money they cost they should be more fun. Their cars are all based on FWD architecture and have transverse motors. They do make an inline-six engine and I give golf claps to them. Their lone V8 is made by Yamaha and well I can applaud them for picking a great engine firm. Most of the folks who own Volvos are boring, or got some insane Ford discount, or they are not true car people. Just for the record, you really can not compare BMW's and Volvo's racing pedigree. Volvo can not hold a candle to BMW in racing. The only current car companies that can are Honda and Ferrari. With what car did Volvo beat BMW in GrpA and BTCC? Wait you said "whooped BMW's ass", that is a bold statement. I know they did not beat the E30 M3. Not much did. I'm curious and, did you mean a Volvo factory team vs a BMW factory team? B/C that is the only way you can compare them. Privateers don't count. Peace... “BMW’s are great but i’m not sure why you decided to insult volvos.”

–Comment by Gatech_YellowJacket

Volvos are not the same company they used to be. For the price of any Volvo you can find a comparable BMW that is priced similarly yet much much more fun to drive.

I think Volvos are boring, for the money they cost they should be more fun. Their cars are all based on FWD architecture and have transverse motors. They do make an inline-six engine and I give golf claps to them. Their lone V8 is made by Yamaha and well I can applaud them for picking a great engine firm.

Most of the folks who own Volvos are boring, or got some insane Ford discount, or they are not true car people.

Just for the record, you really can not compare BMW’s and Volvo’s racing pedigree. Volvo can not hold a candle to BMW in racing. The only current car companies that can are Honda and Ferrari.

With what car did Volvo beat BMW in GrpA and BTCC? Wait you said “whooped BMW’s ass”, that is a bold statement. I know they did not beat the E30 M3. Not much did.

I’m curious and, did you mean a Volvo factory team vs a BMW factory team? B/C that is the only way you can compare them. Privateers don’t count.

Peace…

]]> By: Ihateidiots http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216414 Ihateidiots Mon, 07 Aug 2006 23:16:37 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216414 BMW stole that tagline from Pontiac. Don't believe me? Take a look at this vintage ad for the 1967 GTO. To bad Pontiac didn't TM it. Did you also know that in the 60's BMW sent over engineers and salespeople to talk with Pontiac execs about their sucessful marketing and cars. BMW wanted to become the Pontiac of Europe. Now you know the rest of the story. http://www.pontiac-power.ch/Commercials.htm 4th commercial down, Pontiac GTO - The Great One. BMW stole that tagline from Pontiac. Don’t believe me? Take a look at this vintage ad for the 1967 GTO. To bad Pontiac didn’t TM it. Did you also know that in the 60’s BMW sent over engineers and salespeople to talk with Pontiac execs about their sucessful marketing and cars. BMW wanted to become the Pontiac of Europe.

Now you know the rest of the story.

http://www.pontiac-power.ch/Commercials.htm

4th commercial down, Pontiac GTO – The Great One.

]]> By: 1c3d0g http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216382 1c3d0g Mon, 07 Aug 2006 22:30:32 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216382 Ehhh: *everyone* knows BMW stands for "the Ultimate Driving Machine", even "Average Joe's". Changing this awesome slogan is a very, very bad idea... Ehhh: *everyone* knows BMW stands for “the Ultimate Driving Machine”, even “Average Joe’s”. Changing this awesome slogan is a very, very bad idea…

]]> By: BMW guru http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216369 BMW guru Mon, 07 Aug 2006 21:56:05 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216369 Go to www.bmwusa.com and find any word about changing the slogan if you can. Mr. Ries made it all up! Go to http://www.bmwusa.com and find any word about changing the slogan if you can.

Mr. Ries made it all up!

]]> By: Neo Makaqa http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216350 Neo Makaqa Mon, 07 Aug 2006 21:33:40 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216350 Even in Africa a bima is known as the ULTIMATE DRIVING MACHINE. With greet respect mr.marketing manage i suggest u go help Volvo,Toyota,Mazda and the likes with slogens and leave Autobavariour alone PLEASE. Your ideas are good and defenatly not for German Machines Even in Africa a bima is known as the ULTIMATE DRIVING MACHINE.
With greet respect mr.marketing manage i suggest u go help Volvo,Toyota,Mazda and the likes with slogens and leave Autobavariour alone PLEASE.
Your ideas are good and defenatly not for German Machines

]]> By: ehhh http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216348 ehhh Mon, 07 Aug 2006 21:32:44 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216348 Not the smartest idea, but to be honest, if you ask the average Joe what the slogan for BMW is, they wouldn't know. It would not seem so outrageous if the new slogan was an improvement instead of a step backwards. Not the smartest idea, but to be honest, if you ask the average Joe what the slogan for BMW is, they wouldn’t know. It would not seem so outrageous if the new slogan was an improvement instead of a step backwards.

]]> By: don http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216346 don Mon, 07 Aug 2006 21:31:10 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216346 idiots idiots

]]> By: Gatech_YellowJacket http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216341 Gatech_YellowJacket Mon, 07 Aug 2006 21:23:28 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216341 Yeah volvo's real boring.....volvo has made race cars since 1950's. Won rallies and just to remind you, whooped BMW's ass in GrpA and BTCC. Plus s60r and V70r. BMW's are great but i'm not sure why you decided to insult volvos. Yeah volvo’s real boring…..volvo has made race cars since 1950’s. Won rallies and just to remind you, whooped BMW’s ass in GrpA and BTCC. Plus s60r and V70r. BMW’s are great but i’m not sure why you decided to insult volvos.

]]> By: jay http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216333 jay Mon, 07 Aug 2006 21:10:24 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216333 ultimate driving machine was better don't have much to say. ultimate driving machine was better don’t have much to say.

]]> By: mike http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216293 mike Mon, 07 Aug 2006 19:54:51 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216293 ok, they are more or less adding a slogan. The new commercials are along the lines of, we let ideas live to become Ultimate Driving Machines. They will not get rid of this slogan. It is one of the most recognizable tag lines to date. Unlike Cadillacs new one, Life Liberty and the Pursuit... *barf* ok, they are more or less adding a slogan. The new commercials are along the lines of, we let ideas live to become Ultimate Driving Machines. They will not get rid of this slogan. It is one of the most recognizable tag lines to date. Unlike Cadillacs new one, Life Liberty and the Pursuit… *barf*

]]> By: Dan Franklin II http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216292 Dan Franklin II Mon, 07 Aug 2006 19:53:49 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216292 Changing that tagline would be the biggest blunder in advertising history. Great for Audi, though. Changing that tagline would be the biggest blunder in advertising history.

Great for Audi, though.

]]> By: Renton http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216291 Renton Mon, 07 Aug 2006 19:52:42 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216291 Let's see.......Spend 31 years building a reputation, then change it as you are finally at the number one position. Don't think so. Germans are ultra-conservative about business reputaion, I do not think this is true . Volvo does not "own" safety. They do own BORING though. Let’s see…….Spend 31 years building a reputation, then change it as you are finally at the number one position. Don’t think so.

Germans are ultra-conservative about business reputaion, I do not think this is true .

Volvo does not “own” safety. They do own BORING though.

]]> By: pj http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216288 pj Mon, 07 Aug 2006 19:47:32 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216288 yes now i will not buy a bmw because they changed their ad................ yes now i will not buy a bmw because they changed their ad…………….

]]> By: jcc http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216287 jcc Mon, 07 Aug 2006 19:47:09 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216287 I hope this is just more BS, because some of the ideas... I hope this is just more BS, because some of the ideas…

]]> By: mmmm http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216283 mmmm Mon, 07 Aug 2006 19:41:50 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216283 Nooooooooooooooooooooooooooooo!!!!!!!!!!!!!!! If this is true, I will be heart broken. God damn sales and marketing. God damn them to hell!! Nooooooooooooooooooooooooooooo!!!!!!!!!!!!!!! If this is true, I will be heart broken. God damn sales and marketing. God damn them to hell!!

]]> By: Bush http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216277 Bush Mon, 07 Aug 2006 19:34:07 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216277 Sounds like they have a Marketing Manager and an ad agency with nothing to do. Talk about DUMB branding. Sounds like they have a Marketing Manager and an ad agency with nothing to do.
Talk about DUMB branding.

]]> By: BMW guru http://www.leftlanenews.com/bmw-changing-a-good-slogan-for-no-good-reason.html/comment-page-1#comment-216276 BMW guru Mon, 07 Aug 2006 19:33:56 +0000 http://www.leftlanenews.com/2006/08/07/bmw-changing-a-good-slogan-for-no-good-reason/#comment-216276 Where did Mr. Ries get such a BS info that BMW NA are changing the slogan??? The "Ultimate Driving Machine" slogan is staying intact! Some people are just seeking for attention. Inbelievable! Where did Mr. Ries get such a BS info that BMW NA are changing the slogan???

The “Ultimate Driving Machine” slogan is staying intact!

Some people are just seeking for attention.

Inbelievable!

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