Bimmerfest - BMW Forums - View Single Post - "BMW acknowledges it is no longer Ultimate Driving Machine"
View Single Post
Old 04-28-2017, 09:29 AM
namelessman namelessman is offline
Officially Welcomed to the 'Fest
Location: northern california
Join Date: Dec 2004
Posts: 11,610
Mein Auto: bimmer
Originally Posted by VCuomo View Post
Where in the article did BMW actually "acknowledge" that it is no longer the "ultimate driving machine"? I don't now, and never have, believed this to be anything other than a clever marketing slogan, but I didn't see where BMW has acknowledged much of anything...
The article title(which is quoted in the thread title) appears to be the author's extrapolation of the original Bloomberg article. Excerpts from bloomberg piece:

""We're in the midst of an electric assault," the presenter intones as the Tesla Inc. chief's photo pops up. "This must be taken very seriously.""

""It's easy to fall into a closed way of thinking," says Jutta Schwerdtle, a session leader who works in market research. "This helps push people out of that.""

From these statements it appears some BMW staff acknowledged that they were seriously behind competitors. Although that is not a direct acknowledgement of not living up to "Ultimate Driving Machine" tagline, it does seem to imply the UDM tagline is no longer relevant.

Last edited by namelessman; 04-28-2017 at 09:30 AM.
Reply With Quote