What Does “Freude am Fahren” Mean — and Where Did It Come From?
From a 1936 ad for the BMW 326 to EVs — the story behind three words that defined a brand.
The Ultimate Driving Machine: How BMW’s Iconic Slogan Was Born
Discover the history behind BMW’s legendary slogan, “The Ultimate Driving Machine.” Coined in 1974, the tagline defined BMW’s brand identity.
What Drew You to BMW?
BMW established itself quickly in the United States as a car for people who cared about driving. But what drew you to the BMW brand?
Fifty Five years of “Freude am Fahren”: The quintessential BMW slogan
We take a look at the fifty-five year history of BMW's "Freude am Fahren" (Sheer Driving Pleasure) slogan and how it came about.
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How Bob Lutz saved the Kidney Grilles and the Ultimate Driving Machine
Executive Bob Lutz, who worked with BMW in the '70s, helped BMW keep the famous Kidney Grilles and created the "Ultimate Driving Machine" moniker.
BMW: The Ultimate Autonomous Driving Machine?
How long until the Ultimate Driving Machine slogan refers to the car as a singular entity? Is BMW changing to automated driving?
The Ultimate Driving Machine: BMW 3 Series ad from Australia
BMW Australia delivers two video ads that build atop the "Ultimate Driving Machine" slogan while introducing the new 2012 BMW 3 Series for the Australian market.
Video Ad: “Ultimate Driving Machine”
Here is the comeback video of BMW's "Ultimate Driving Machine" advertising campaign.
“The ultimate driving machine” slogan makes a comback
BMW of North America will introduce its new brand advertising on Saturday, reinforcing its image as “the ultimate driving machine” as it introduces 14 new models in the United States this year.
Video Ad: BMW 5 Series Refuel reintroduces the “Ultimate Driving Machine” slogan
Advertising Agency Grey West, the same ad shop responsible for the Sony Ericsson Open in Miami, reintroduces us to the "Ultimate Driving Machine" slogan through a new 5 Series ad.
Live Webcast with Jack Pitney, VP of Marketing BMWNA – April 1, 2:30PM EST
We have regrouped, learned from the previous unfortunate experience and with the help of BMW of North America, we have...
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