Advertising | Are BMW changing their slogan?
“Clarification: As per to BMW’s ad agency’s advice the news about BMW changing their slogan is not true and were based on an incorrect conclusion by a journalist”
“The Ultimate Driving Machine” has been BMW’s primary ad slogan for 31 years, this slogan which was launched through an advertising campaign back in year 1975 by BMW’s agency Ammirati Puris AvRutick, helped the German manufacture to jump from the eleventh largest-selling European vehicle in America in year 1974 with 15,007 unit sold to the largest-selling European vehicle in USA last year with 266,200 unit.
BMW of North America has a new executive vice president of operations at and a new advertising agency, the brand is about ready to launch a new advertising slogan – “A Company of Ideas”. One of the reasons given by BMW’s new executive VP for changing BMW’s slogan is the fact that a recent research study revealed that only 25 percent of its target market would consider buying a BMW.
Its vital for any brand to own a word in the mind of its consumers and its not easy to change it, its almost impossible specially when we are talking about this long time, most of the top selling brands in the vehicles industry in USA owns a word, BMW owns “driving.” Mercedes-Benz owns “prestige.” Volvo owns “safety.”
