Picture 4

The new more refined Z4 (currently in our test garage) has us thinking about BMW ‘s famous tagline “the Ultimate Driving Machine “. Does that even fit anymore? With very driver focused cars out there in all possible categories (Lotus Exige, Porsche GT3, Maserati Quattroporte to name a few) where does the modern BMW fit? And what does “Ultimate ” really mean? If the Z4 isn ‘t as driver focused as the Boxster (let alone the previous Z4) how can it be called the ultimate driving machine. And if it can ‘t, how should BMW start positioning cars like it? Or does it even matter. Is the tagline a broad brush stroke that simply encompasses a variety of driver focused attributes?

Let ‘s hear your thoughts…