SHERIDAN, WYOMING – Feb. 12, 2025 – What makes a great advertising slogan? It's a question marketers have pondered for decades. A winning slogan needs to be memorable, impactful, and perfectly capture the essence of a brand. Think of classics like Nike's "Just Do It" or De Beers' "A Diamond is Forever." These slogans not only stick in your mind but also convey a powerful message about the product.
In the automotive world, one slogan stands out as truly iconic: BMW's "The Ultimate Driving Machine." But how did this legendary phrase come to be? The story involves a shift in marketing strategy, a bold new advertising agency, and a deep understanding of what makes BMWs special.
The Need for a New Identity
In the early 1970s, BMW was undergoing a significant transition in the US market. The company was ending its long-standing distribution agreement with Max Hoffman and establishing BMW of North America. Bob Lutz, then board member for sales, recognized the need for a unified brand identity.
“You can’t define the brand if you have individual distributors and individual companies making up their own minds how to advertise, how to position the car and so forth,” Lutz explained. Despite the strong reputation of BMW cars, Lutz felt a cohesive marketing approach was crucial.
Ammirati & Puris: A Bold New Partner
To create a fresh identity for BMW in the US, Lutz sought a new advertising agency. After a rigorous review process, he selected Ammirati, Puris, AvRutnick (later Ammirati & Puris), a young agency with a creative and unconventional approach.
Agency founder Martin Puris recalled, “BMW did it the right way. They gave each agency a fair amount of money to develop the pitch, full access to any executive in the company and three months to present an idea and some executions.”
The Birth of "The Ultimate Driving Machine"
Ammirati & Puris presented their vision for BMW to Lutz and other executives in Munich. Their proposal centered around a powerful new tagline: "The Ultimate Driving Machine." The phrase perfectly captured the essence of BMW's performance-oriented vehicles.
“They loved it!” Puris said. “I think we were the only agency that understood the car BMW built.”
Understanding the BMW DNA
What Ammirati & Puris understood was that BMW's appeal lay in its focus on driving performance. "It’s the only thing that makes an expensive car worth the money," Puris explained. "The line itself selects its market.”
This emphasis on performance resonated with driving enthusiasts and set BMW apart from competitors who focused on luxury and comfort. "The Ultimate Driving Machine" became a rallying cry for those who valued the thrill of driving.
Early Success and Lasting Impact
The new slogan was an instant hit. BMW's US sales surged after the launch of the "Ultimate Driving Machine" campaign, rising from 15,007 cars in 1974 to 26,040 in 1976.
Tom McGurn, then-public relations manager for BMW of North America, commented on the campaign's success: “At the beginning, we were trying to distinguish ourselves, and their work was brilliant. The ads built brand awareness, and they differentiated BMW from competitors like Mercedes, Volvo, Jaguar, and Audi.”
Even after BMW moved on to other advertising agencies, "The Ultimate Driving Machine" remained a core part of the brand's identity. Puris himself recognized the enduring power of the slogan: "As long as they kept building the same cars, as long as they followed the same concept of what a BMW was and is… they can use the line forever.”
A Legacy of Performance and Driving Passion
Today, "The Ultimate Driving Machine" remains one of the most recognizable and effective slogans in advertising history. It speaks to the heart of what BMW represents: a passion for driving, a commitment to performance, and a dedication to engineering excellence. This iconic slogan has not only shaped BMW's brand identity but has also become synonymous with the ultimate driving experience.
For more information visit.