An important advert slogan is greater than only a catchy phrase—it’s a mission assertion wrapped in a couple of rigorously chosen phrases. The very best of them don’t simply promote a product; they outline it. Assume: “Simply Do It,” “The place’s the Beef?” or “A Diamond is Ceaselessly.” These strains aren’t simply memorable; they faucet into one thing primal, one thing irresistible.
But when there’s one slogan that stands above the remaining, at the very least within the automotive world, it’s “The Final Driving Machine.” Coined in 1974 by Martin Puris for BMW, it didn’t simply promote vehicles—it captured the very essence of what a BMW is.
On the time, BMW was in the midst of an inside revolution. The corporate was combating to free itself from its long-standing (and more and more problematic) distribution contract with Max Hoffman, the person who had single-handedly launched the model to the U.S. a long time earlier. However by the early ’70s, BMW’s management—notably Bob Lutz, then a board member for gross sales—realized that Hoffman’s mannequin was holding them again. Impartial distributors like him have been making their very own advertising choices, resulting in a fragmented model picture.
“You possibly can’t outline the model if in case you have particular person distributors and particular person firms making up their very own minds promote, place the automotive, and so forth,” Lutz later recalled. “All of them had totally different promoting businesses and the automobiles have been all positioned in a different way, even in Europe. However regardless of the quasi-ineptness of among the sellers in how they positioned the vehicles, the model for some cause was so robust.” That cause? The sheer brilliance of the vehicles themselves. BMW had already earned a cult following in automotive magazines, and the product spoke for itself—what it wanted was a unified voice to amplify its message.
So when BMW of North America was formally launched, Lutz knew that advertising could be all the pieces. He put the corporate’s promoting account up for evaluation, narrowing the sphere to 3 businesses: two massive, well-established companies (Ted Bates and Benton & Bowles) and a scrappy upstart referred to as Ammirati, Puris, AvRutnick (which might quickly turn into Ammirati & Puris).
BMW gave every agency full entry to executives, a critical price range, and three months to develop a pitch. In Munich, Ammirati & Puris made their case to Lutz, BMW NA’s CEO John Plant, and different key decision-makers. The primary advert they introduced? A easy print piece introducing a daring new tagline: The Final Driving Machine.
“They liked it!” Puris recalled years later. “I feel we have been the one company that understood the automotive BMW constructed.”
And what they understood was this: BMW wasn’t about luxurious within the conventional sense. It wasn’t about wooden trim, delicate leather-based, or hushed cabins. It was about one thing much more visceral—efficiency. “It’s the one factor that makes an costly automotive definitely worth the cash,” Puris mentioned. “We by no means mentioned ‘luxurious automotive.’ The query [to the customer] is, how do you need to spend your cash? Is it on leather-based and burled walnut? Or do you need to spend it on efficiency? The road itself selects its market.”
At first, BMW of North America had restricted capacity to run its personal advertisements, as Hoffman was nonetheless technically the official importer. As a substitute, the model leaned on BMW Motorsport to unfold the phrase. When BMW’s racing group scored its first large American victory at Sebring on March 21, 1975—only a week after BMW NA’s authorized battle with Hoffman was settled—the corporate wasted no time. They ran celebratory advertisements that includes the Final Driving Machine tagline, and from that second on, BMW’s advertising had a transparent, simple id. The model’s performance-first message wasn’t simply promoting spin—it was backed up by the product itself. “BMW put a race engine in a household automotive, which no one had ever executed earlier than,” Puris defined.
Over time, the connection between Ammirati & Puris and BMW solely deepened. Puris’s group obtained to know the individuals behind the vehicles—the engineers, designers, and decision-makers who formed BMW’s DNA. “The physique has modified. The know-how has modified. However it’s nonetheless the automotive designed and engineered by individuals who love efficiency,” he mentioned.
The numbers informed the remainder of the story. In 1974, BMW offered 15,007 vehicles within the U.S. By 1975, that quantity had jumped to 19,419. By 1976, it was 26,040. A decade later, BMW was pushing 100,000 vehicles per 12 months.
“The Ammirati & Puris advertisements helped tremendously,” mentioned BMW NA’s then-PR supervisor Tom McGurn. “Firstly, we have been making an attempt to tell apart ourselves, and their work was sensible. Their advertisements in contrast being concerned with driving in a BMW versus happening the street on a settee—actually spot-on.” The marketing campaign didn’t simply construct model consciousness; it carved out a singular area for BMW in a market dominated by Mercedes, Volvo, Jaguar, and Audi.
In 1992, BMW NA put its promoting account up for evaluation. Ammirati & Puris, regardless of having constructed BMW’s complete U.S. id, declined to pitch a brand new proposal—strolling away from an account value $70 million a 12 months. Since then, BMW has labored with varied businesses, however The Final Driving Machine has endured.
And that’s no accident. Puris at all times knew the road had endurance. “So long as they saved constructing the identical vehicles, so long as they adopted the identical idea of what a BMW was and is, so long as they pursued the story of extraordinary efficiency… In the event that they produce true BMWs, they’ll use the road endlessly.”
Fifty years later, BMW remains to be utilizing it. As a result of, for all of the advertising converse on the planet, one reality stays: an excellent slogan solely works if the product lives as much as it. And BMW? Properly, for many years, they constructed vehicles that weren’t simply good—they have been the last word.
