F10 ad in the US brings features UDM tagline

[paultantk]

[video=youtube;dGsH_d5MtEA]http://www.youtube.com/watch?v=dGsH_d5MtEA[/video]

 

[B33mEr]

Always hated the latest BMW "JOY" tagline ... I can't see the relevance with their "JOY" campaign and in my opinion it has somewhat diluted the brand essence of BMW. "Ultimate Driving Machine" will always be the tagline for BMW enthusiast ... even "Sheer Driving Pleasure" still resonates the essence and principal values of BMW ... If they are truly bringing back the UDM tagline then i say bravo BMW! and it's about god damn time too :top:

 

[alpina b5]

i think bmw just realised that "joy of driving" will never sound as cool as it's direct german translation of the tagline "freude am fahren"