BMW uses the slogan "The Ultimate Driving Machine." The phrase became one of the automotive industry's best-known brand claims and connects BMW with performance, handling, and driver-focused engineering.
BMW North America coined the slogan in 1974. It was first used in advertising celebrating BMW's victory at the 1975 12 Hours of Sebring, an endurance race in Florida. The campaign helped distinguish BMW from luxury brands that focused more heavily on comfort, prestige, or chauffeur-oriented travel.
The slogan has not been BMW's only marketing message. In 2010, the company largely shifted toward the more approachable "Joy" campaign, but it returned to "The Ultimate Driving Machine" by 2012. That history explains why older and newer BMW advertisements may use different wording.
Porsche, Mercedes-Benz, and Audi are all German premium automakers, so they are reasonable distractors. However, Porsche is especially associated with performance, while BMW owns this specific slogan.