Joy is BMW.

[SCOTT27]

The above applies to North America only.

Freude Am Fahren - JOY in Driving remains the overall BMW message.
JOY continues in other markets because it has been beneficial.

The way BMW advertises in North America is more radical in extended creativity than in Europe.
European customers prefer more direct product approaches rather than gimmicks that overlook the purpose of the car.

This is how the 5er is advertised in the global campaign : "An Exploration of Beauty" http://youtu.be/_kaa544pnVE- Allbeit in a edited 30 second version but it sums up the message of the BMW 5er and it is More mainstream, more appealing and Visually realistic.

 

[mini_cooper4]

I owned a 318dED... before it got stolen.
There is joy in driving it.
You only need to know how to drive the car.
And it is also The Ultimate Driving Machine.
110km/h at 2.5l/100km on highways.
And 140km/h average speed on country roads with other cars involved for 400km. - 6.3l/100km.
What an agile car. It's one of the best cars I've ever driven.
And I had the most fun with it.
I love this car for what it is.
My M5 was more fun for sure but the 3er amazed me because it was the MOST EFFICIENT/DYNAMIC car I ever drove.

BMW is still BMW but it could have been better for sure

 

[EnI]

JOY is DEAD UDM is back

And EnI is also gone for good.

http://www.autoblog.com/2011/04/29/adspotting-bmw-5-series-refuel-reintroduces-us-to-the-ultimat/

Excuse me?!

Still here. Alive & kicking.

And as said many time, "Joy is BMW" was just one of the BMW image campaigns. It was never meant to replace UDM as a core BMW slogan in US market (or other core BMW slogans in other markets). Even more: it hasn't been used for specific product campaigns either. It was just one of the many image campaigns - independent from the product campaigns.

Only some stupid US media came up with an utterly stupid claim BMW was replacing UDM with Joy. And many people tended to believe that. Naive if not stuid people, what else can I say.

And now some are rejoicing the comeback of something that has never gone.

 

[Michael]

Excuse me?!

Still here. Alive & kicking.

And as said many time, "Joy is BMW" was just one of the BMW image campaigns. It was never meant to replace UDM as a core BMW slogan in US market (or other core BMW slogans in other markets). Even more: it hasn't been used for specific product campaigns either. It was just one of the many image campaigns - independent from the product campaigns.

Only some stupid US media came up with an utterly stupid claim BMW was replacing UDM with Joy. And many people tended to believe that. Naive if not stuid people, what else can I say.

And now some are rejoicing the comeback of something that has never gone.

Unfortunately, I think it is more public perception than anything else. I do not know what is going on or what happened as far as BMW's intentions. I remember thinking that they had switched or were going to switch to JOY permanently. I am glad, like you have mentioned, that the UDM has remained at the core of BMW cars.

Tying what you have said with recent criticism from members and journalists, I think the UDM is temporarily in danger simply because of the technological advances BMW has made. For example, the issue with how the car feels (in particular the new 6er). You've said countless time that software can fix this. Therefore, it will only be a matter of time that BMW fixes those software issues, if they haven't already.

I just think that all of us who love BMW do not want them to drastically change. After all, their slogan, campaigns all around UDM is what separated them from all other brands for so many years.

 

[Zafiro]

I don't mind to see BMW using the slogan 'The ultimate driving machine'. Everyone know that a Ferrari or Lamborghini are better driving machines.
It's just a slogan/markeeting thing and an expression.

If BMW didn't use this slogan another carbrand would have used it instead. It's a short and powerful sentence with a great meaning.

 

[Michael]

I don't mind to see BMW using the slogan 'The ultimate driving machine'. Everyone know that a Ferrari or Lamborghini are better driving machines.
It's just a slogan/markeeting thing and an expression.

If BMW didn't use this slogan another carbrand would have used it instead. It's a short and powerful sentence with a great meaning.

Just Me, I agree but let us not forget that BMWs, for the category of cars they are in, do make some well-rounded/balanced cars. It is understandable to think that a Ferrari, Lambo, etc., will handle better than a BMW, but that is not the market they are shooting for. If you take the 3er, 5er, and 7er (just the basics), you will see that, typically, they always handled better than the competition and were just...THE ULTIMATE DRIVING MACHINE.

 

[Deleted User 18755]

The above applies to North America only.

Freude Am Fahren - JOY in Driving remains the overall BMW message.
JOY continues in other markets because it has been beneficial.

The way BMW advertises in North America is more radical in extended creativity than in Europe.
European customers prefer more direct product approaches rather than gimmicks that overlook the purpose of the car.

This is how the 5er is advertised in the global campaign : "An Exploration of Beauty" http://youtu.be/_kaa544pnVE- Allbeit in a edited 30 second version but it sums up the message of the BMW 5er and it is More mainstream, more appealing and Visually realistic.

so quick to defend a poor idea !!!!!

been beneficial = past tense and weak

joy is also most dead

 

[chonkoa]

I hope BMW will go back to the pursuit of making the Ultimate Driving Machine.

 

[EnI]

so quick to defend a poor idea !!!!!

been beneficial = past tense and weak

joy is also most dead

Here we go again.

Another mocking post by you.

Take a pill, junior.

 

[braaf]

so quick to defend a poor idea !!!!!

been beneficial = past tense and weak

joy is also most dead

WOOAA easy there tiger. Weak in what way. The last time I checked BMW was still leading the sales charts which is what a marketing campaign is meant to do.

 

[SCOTT27]

Each BMW division has a marketing budget to do what they want.
Of course they have to accomodate regional incentives/autoshows etc.

Some do carry on the Global Campaign , some resort to their own via agency but this is their budget.

In terms of the 5er advert I prefer the european/global campaign because not only did it sweep the automotive category at last years awards for it's visual exploration of a new BMW. But it fits more within the BMW Corporate image and that the 5er is a business man's car and the benchmark for the executive Sedan segment.

 

[Deleted User 18755]

Here we go again.

Another mocking post by you.

Take a pill, junior.

and its very consistent - get the message

 

[Deleted User 18755]

Each BMW division has a marketing budget to do what they want.
Of course they have to accomodate regional incentives/autoshows etc.

Some do carry on the Global Campaign , some resort to their own via agency but this is their budget.

In terms of the 5er advert I prefer the european/global campaign because not only did it sweep the automotive category at last years awards for it's visual exploration of a new BMW. But it fits more within the BMW Corporate image and that the 5er is a business man's car and the benchmark for the executive Sedan segment.

this is a car forum not a marketing forum!

 

[Deleted User 18755]

I hope BMW will go back to the pursuit of making the Ultimate Driving Machine.

We like Ultimate Driving Machine and hate the Joy rubish.

 

[braaf]

this is a car forum not a marketing forum!

Correct, so we can post what we want. I'm not here to defend Scott, but he has contributed a hell of alot to this forum and alot of members apreciate his contributions and we wouldn't want him to leave cos of members like yourself posting tripe, so please refrain from the attacks.

 

[Deleted User 18755]

Correct, so we can post what we want. I'm not here to defend Scott, but he has contributed a hell of alot to this forum and alot of members apreciate his contributions and we wouldn't want him to leave cos of members like yourself posting tripe, so please refrain from the attacks.

Its not an attack but an attempt to get Scott and EnI to accept that other views are equally valid. You may also review the history here as Eni initiated the sniping not I.

 

[SCOTT27]

this is a car forum not a marketing forum!

I thought that was the topic being discussed?

 

[Michael]

Hey guys, let us continue sharing our opinions but in a respectful manner. I would appreciate it if we would all get back on topic. If you have an issue please PM me or any of the other mods.

Thanks!


-Michael

 

[south]

I think Michael's reminder was clear enough. Everybody please get back to topic and stop attacking each other on a personal level. Any further OT comment will be deleted and might result in this thread getting closed.


Best regards,
south

 

[Levi68]

The "Joy Campaign" is not that wrong. Just look at this new vid of BMW DTM. You can't say that isn't joy.



The image of a hoonigan is not that good for BMW. I guess BMW is trying to be more friendly.