BMW is associated with the slogan “The Ultimate Driving Machine.” The English-language slogan became closely linked with the German automaker’s emphasis on driving performance, handling, and engineering.
BMW used the phrase prominently in marketing beginning in the 1970s, especially in the United States. It helped distinguish the company from luxury brands that focused more heavily on comfort, prestige, or chauffeur-driven travel.
The slogan is sometimes confused with BMW’s German advertising phrase “Freude am Fahren,” commonly translated as “Sheer Driving Pleasure.” Both lines relate to driving, but “The Ultimate Driving Machine” is the best-known English-language slogan.
BMW began in 1916 and initially produced aircraft engines. The company later moved into motorcycles and automobiles; its first production automobile, the BMW 3/15, appeared in 1928 after BMW acquired Fahrzeugfabrik Eisenach.