Bayerische Motoren Werke AG: The Ultimate Driving Machine campaign
Rebecca StanfelOverview
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 performance vehicles designed for the driving aficionado. Despite vicissitudes in the American luxury car market, "The Ultimate Driving Machine" tag line served BMW through the following decades....