Two years ago BMW North America introduced the "Joy" campaign. Now I'm no auto marketing expert. When the "Joy" campaign was rolled out in place the Ultimate Driving Machine back then I shook my head and said "huh". This was on par with Mercedes dropping their "Engineered Like No Other Car in the World". These were both iconic slogans that in my eye did help to set these marques apart. Mercedes went on to try and be all things to all buyers, in the process they dumbed down the cars and really were no longer Engineered Like No Other Car in the World. BMW too has brought us some real turkeys lately. Need we really talk about the 535i xDrive Gran Turismo, what a monstrosity that was. To me it makes sense to bring back the "Ultimate Driving Machine" campaign. Your thoughts?