To convey a message which resonates through time you need to discuss the specifics. This is especially true for an automobile. It can be a challenge. We relate automobiles to many items in our memory because they are not static, an automobile moves us through our days. We relate to automobiles through different types of travel; vacations, errands around town, or a day trip. And our personal memory, or experience, will not be the same as that of a sibling, a parent, or the family pet for that matter. If there is more than one person in the car, and we are moving from one place to another in that car, chances are there will be nuances to our experience in that travel different from the passenger sitting next to us.
So how do you convey a message for an automobile which tells us there are more memories in store? To step into the interior of a product which carries us to other lands to see other horizons, that product needs to assure we are safe and enjoying ourselves simultaneously.
After a couple of years of using other slogans than “The Ultimate Driving Machine” BMW returned to it early this year and if you break the phrase down to specifics you can sense the fit of the words to the product. We will focus on the operative terms: “Ultimate” and “Machine”.
By definition the word “Ultimate” refers to “the very top” “you are not able to achieve anything higher” and at the same time it also means “fundamental” which I like because even though something might be “the very top” it is accessible.
The second operative word: “Machine” and to me this aligns in my mind with all things productive, and substantial. A machine has no emotion, gets into a task without peripheral distraction, like a dawg on a bone will not stop until the job is complete.
I am glad they returned to “The Ultimate Driving Machine” it is a slogan which is confident, and emanates force all the while expressing accessibility, allowing for the individual experience of the passenger to flourish as well as a collective memory for everyone.
Photos: from various automotive websites, YouTube video montage created by Alex St