Thread: I drove a Buick
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Old 12-03-2010, 04:11 AM
ihumphrey ihumphrey is offline
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Originally Posted by K-A View Post
Has BMW actually dropped "The Ultimate Driving Machine"?? That would be horrendous. This lame "Joy" schtick is very weak, and will get old fast.

BMW dropping "T.U.D.M" reminds me of when M-B dropped "Engineered Like No Other Car In The World". We all know what happened directly after that, for about a decade or so too long.
They haven't dropped the ultimate driving machine, but they are putting less emphasis on that ad phrase. However, what people apparently don't pay attention to is that the Joy campaign was to bring US advertising in line with the same terminology used in Europe. They have used a similar minded/worded campaign there and have employed that here in the USA. BMW NA claims it to be a "complement" to the TUDM phraseology...
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