BMW sidelines "ultimate" slogan in new campaign

02/15/2010 | Wall Street Journal, The

In an effort to connect with consumers looking for joy and safety, BMW is putting its "ultimate driving machine" slogan in neutral and going with a new campaign that focuses on real-life BMW drivers and their emotional connections to their vehicles. "We hope to really add some humanity to our brand" and show the diversity of its buyers, said Jack Pitney, vice president of marketing for BMW North America.

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