This brand level claim is memorable, simple, emotional and compelling to BMW's target audience.  BMW have been using this claim since 1973 and it demonstrates how brands can own claims if they are used consistently across all areas of the marketing mix.  With its ultimate emphasis on the driving experience, the promise has also allowed BMW to introduce other benefits for individual models e.g. features for safety or economy.   

Ideas First® are a specialist creativity and product innovation agency. We are passionate about helping our clients develop innovative product ideas and claims that stand out from the crowd and that drive business growth.  Click on the link to find out more about what we do and how we help leading brands to generate winning insights and ideas.