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> I don't think BMW, with their slogan "The Ultimate Driving Machine", shares your notion of what it means to be German, then. Or maybe they understand that di
by TurkTurkleton 11y ago
> I don't think BMW, with their slogan "The Ultimate Driving Machine", shares your notion of what it means to be German, then.
Or maybe they understand that different marketing approaches are required in different cultures. The slogan BMW uses in German-speaking markets is "Freude am Fahren" (roughly, "driving pleasure", or to be somewhat more literal, "pleasure while driving"), which is a bit more modest than "The Ultimate Driving Machine".
- wolfgke 11y agoSo true. "The Ultimate Driving Machine" would rather be seen as confirmation of the "swaggerer image" that BMW sometimes has (and BMW is in my observation trying to get away from).