Encyclopedia of Major Marketing Campaigns | Bayerische Motoren Werke AG

• THE ULTIMATE DRIVING MACHINE Campaign
• The Ultimate Slogan
• Further Reading

300 Chestnut Ridge
Rd.
Woodcliff Lake
New Jersey
07675
USA
tel: (201)307-4000
fax: (201)307-4095
website: http://www.bmwusa.com

THE ULTIMATE DRIVING MACHINE Campaign

Overview

In 1974, Bayerische Motoren Werke AG (BMW) began to export its cars to the United States. In an effort to reach its new American market, the German company teamed up with fledgling advertising agency Ammirati & Puris to create a campaign that would convey the distinctive qualities of BMW's vehicles. The resulting campaign—"The Ultimate Driving Machine"—did so, positioning BMW's cars as...