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?
For the past number of years BMW has become the ultimate poser machine. With a few very limited exceptions. The MINI being one of course.
Here in Vancouver, and I'm sure elsewhere, one of the dealers, Brian Jessel, had their license plate slogan read "The ulitmate BMW dealer". Somehow "The most joyous BMW dealer" wouldn't have had the same ring to it. Does MINI actually have a slogan? "Be MINI", "Motor on", "Lets motor"? I'm not quite sure what, if any, is the actual slogan for MINI.