Time has turned BMW's golden slogan—'The Ultimate Driving Machine'—into lead weight around the company’s neck, says Dan Neil
BMW’S SLOGAN—“The Ultimate Driving Machine”—emerged from Munich’s marketing department in the 1970s in support of the brand’s expansion in the United States: eight metrically propulsive syllables, in English, easy to remember,
impossible to forget. History credits former GM vice-chairman Bob Lutz, a board member of BMW at the time, who suggested the strapline as an alternative to the limp, Teutonic Aus Freude am Fahren, “the joy of driving.” Way to go, Bob.
Malaysia Latest News, Malaysia Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
BMW adds nearly 185,000 vehicles to recall over fire riskBMW is adding nearly 185,000 vehicles to a 2017 recall for possible engine fires. The recall expansion covers a dozen 3 Series, 5 Series, and Z4 models from the 2006 model year.
Read more »
BMW to buy cobalt direct from Australia, Morocco for EV batteriesGerman carmaker BMW will buy cobalt, a key component for electric vehicle (EV) b...
Read more »
Waymo picks Detroit factory for self-driving fleet, to be operational by mid-2019Alphabet Inc's Waymo said on Tuesday it had chosen a factory in Detroit to ...
Read more »
The ultimate guide to nailing your job interviewThis comprehensive list of interview tips — from what to wear to how to shake hands — will get you one step closer to your dream job.
Read more »
Trump's Iran sanctions are 'the ultimate high wire act for oil prices,' analysts sayAs President Donald Trump moves to shut Iran out of the oil market, other top producers are facing output disruptions.
Read more »
The No. 1 kitchen knife that professional chefs say is their ultimate go-toPro cooks reveal the best kitchen knife brands
Read more »
Opinion | The real digital divide isn’t about access to the InternetPolicymakers are too busy bridging a fake divide to notice the real one right under their noses.
Read more »
Opinion | Trump isn’t just violating norms — he’s also breaking the lawOpinion: Trump isn’t just violating norms — he’s also breaking the law
Read more »
Bernie Sanders Isn’t Fighting The Wars Of 2016, His Campaign Says — The Democratic Establishment IsBernie Sanders' campaign is comfortable portraying itself as under attack. And the candidate's advisers think fighting back is how they win in 2020.
Read more »
Charley Casserly says he isn’t a reporter, but he had the NFL draft’s most controversial reportThe former Redskins GM was accused of having a conflict of interest after he issued a scathing report about Kyler Murray.
Read more »