BMW uses the tagline “The Ultimate Driving Machine.”
The slogan became a defining part of BMW’s identity in the United States, where the company marketed its cars around performance, handling and driver involvement rather than luxury alone. It was created by the New York advertising agency Ammirati & Puris for BMW of North America in the mid-1970s.
BMW’s American operation began in 1975, and the tagline was used prominently in advertising connected with the company’s early U.S. expansion and motorsport success. The phrase helped distinguish BMW from larger luxury brands by presenting the car as an active driving experience.
BMW also uses the German claim “Freude am Fahren,” commonly translated as “Sheer Driving Pleasure.” That slogan is the broader international expression of the brand’s philosophy, while “The Ultimate Driving Machine” became especially associated with BMW advertising in North America. It is not a slogan belonging to Mercedes-Benz or Audi.