Time to Retire the Ultimate Driving Machine?

MJulian Jul 7th, 2009 Link

At the age of 21, I’ve grown up with BMWs all my life. My step father has been a BMW technician way before I was born. Growing up I remember driving many e30, e32, e34, e36, e38, e39, etc. and even owning a e28 535iS for my first car. I’ve always admired BMWs for being driver oriented while remaining innovative and luxurious. I have test drove some newer BMWs and I will admit I feel some character is missing. I am thinking of buying a BMW in a couple years, was thinking brand new but might end up going used because of the missing character.

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JonPD Jul 7th, 2009 Link

For me personally I think BMW still does a decent job producing a drivers car, though I think the “Ultimate” may be a reach. BMW’s are slowly evolving the way of the Japanese cars with adding more technology between the driver and the road, this for me is a direct threat to the practicality of this.

I think in may ways BMW is going through the same aging process a person goes through. Right now we have moved firmly away from the mid 20’s personality to the stouter and heavier mid 40’s. I also believe that this cars are becoming softer and heavier as the brand ages.

Time to retire “the ultimate driving machine”, well probably still has some life.

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NICK Jul 7th, 2009 Link

Me thinks you think too much.

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RichardM Jul 7th, 2009 Link

It’s just a marketing slogan. It doesn’t mean anything.

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Nicolas Jul 7th, 2009 Link

I agree with Nick and RichardM. It’s just a marketing tool which is still working quite well. It is memorable and is associated by most, even non car enthusiats, to BMW. I don’t see any reason to change it.

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lava Jul 10th, 2009 Link

how about a new brand that pares back the luxury, weight, and entry cost, and emphasizes the driving.

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Sagar Jul 11th, 2009 Link

I heard they are changing their slogan to “The Joy of Driving”…seems more appropriate with the direction they are taking.

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