1961. Driving pleasure (Freude am Fahren)
1972. If you know about existence of BMW, you are either the owner or want to become one
1973. Driver's car
1977. You drive a BMW. And not she you
1979. Why rush through life in a boring car?
2001. Full drive(Ultimate driving machine)
2005. In any weather. Anywhere. At any speed. With any force of passion
2006. Company of ideas
2008. Image slogan of BMW in Russia: Heading for excellence
2010. Rapture delights with power
SLOGANS OF INDIVIDUAL BMW MODELS
BMW 3.0Si, 1976: For those who indulge in nothing
BMW 530i, 1976: luxury car through the eyes of an engineer, not a decorator
BMW 633 Csi, 1981: Probably the only luxury coupe whose performance matches its price
BMW 733i, 1984: Allows you to save enough on the driver's salary to pay for the purchase
BMW 325e, 1985: "Hot thing" polite society
BMW 325is, 1990: The BMW 318is is back. Payback time has come
BMW 325 with convertible 1994: All-season attraction with all-season grip strength / Absolute Machine for Tan
BMW 2002, 1970: Giant Fighter. 1975: The BMW 2002 is practical, spacious and economical. But despite this, not boring
BMW M3, slogan 2007: The power of a heavyweight. Sprinter speed
BMW Gran Turismo. Slogan for Russia, 2009: Delight to be the first of its kind
BMW 325Xi, all-wheel drive. Tagline: Four-wheel drive- and everything is under control!
BMW Z4, roadster, 2009. Slogan for Russia: The art of self-expression. Incredibly attractive
BMW X3, SUV. Slogan in Russia, 2008: Podium. Boxing ring. Coupe without rules
BMW X5. strong argument security
BMW X6. Slogan in Russia, 2008: Tuxedo. Bulletproof vest
BMW L7. Slogan: BMW L7. Opportunities
BMW SLOGANS OF INDIVIDUAL SERIES FOR RUSSIA
BMW 1 Series, 2008. Enter the Higher automobile society
BMW 1 series. Symbol of Joy
BMW 1 series. Pulse 180. Concentrated energy
BMW 1 series 3 doors, 5 doors. It's all about character
BMW 1 Series Coupe, Cabriolet. Delight is graceful in all its manifestations
bmw 3 series convertible, 2007
The perfect connection between heaven and earth
What makes an athlete a champion? Passion.
Strong Feeling Technique
BMW 3 Series, 6-cylinder inline engine, 2008. Six in a row.
BMW 3 series sedan. New generation of cars
WWII 3 Series Touring. Delight goes its own way. Source site
WWII 3 Series Coupe. Delight sets no standards. Delight sets standards
WWII 3 Series Convertible. Delight is always welcome
BMW 5 Series
2004 Fine Art of Speed
2007. Designed to be a leader
BMW 5 Series Sedan, Touring. The beauty of perfect dynamics
BMW Gran Turismo. First of its kind
BMW 6 Series Coupe. Completed by dynamics. Even in static
BMW 6 Series Gran Coupe. There are things worth waiting for
BMW 6 Series Convertible. burst of inspiration
BMW 7 Series
philosophy of your life
Not like everyone else
True masterpiece
Anticipating the time
BMW 7 Series Sedan. He doesn't need words to express himself
BMW X series cars
BMW X1. Freedom of movement. Freedom of choice. Liberty
BMW X3. Delight expands the boundaries of the possible
BMW X5. Rapture creates champions
BMW X3. The instinct to be different
BMW Z4 Roadster. The inner beauty of delight.
BMW M series cars
BMW M3 Coupé. Delight formula: BMW M
BMW M3 Convertible. The soul of the M formula: BMW M
BMW M5 Sedan. Unattainable
BMW M6 Coupé and BMW M6 Convertible. Reach out to others for a sense of humility
BMW X5 M. Leading aid
BMW X6 M. Absolute power
It will never be redundant.
The BMW company today is the standard of quality and reliability, which are simultaneously combined with innovative technologies and strong sense of style. Naturally, in the category of luxury cars, image is especially important. special part The concern's image is made up of slogans, which have always been distinguished by elegance and at the same time could well characterize the features of the models.
The ups and downs of history
Until the Second World War, the company successfully produced motorcycles, cars and aircraft engines. However, the defeat of Germany in the war almost led the company to death, depriving most production capacity. The concern lost the right to produce aircraft engines and full size cars. The company was almost bought out by the Mercedes-Benz concern, but the Bavarians managed to establish the production of light motorcycles, and later tricycles. A transition to production prestigious cars began only in the late 1950s. It was at this time that the need to create the first brand slogan arose.
The appearance of the first slogans
So in 1965, the BMW 2000CS slogan appeared: "Holds the road ... Holds the records. The new BMW." In this phrase, the sports component is clearly traced. And it wasn't just bragging. With a twin carburetor engine with a capacity of 120 Horse power and stylish design, this coupe became the founder of a new direction in the development of the brand and the ancestor of all subsequent sports coupes of the company.
The trend of creating sports slogans was added to the 2002 coupe, which is considered the direct ancestor of the famous third series of the Bavarian plant. Its slogan is "Slayer of the Giants. BMW 2002" further emphasized the desire to create powerful cars which clearly distinguishes the company from its competitors.
The emergence of the legendary slogan
Became familiar, the slogan "BMW" appeared with the update of the same 2002 model, which was to a certain extent the face of the company. It was in the description of this model that the phrase Ultimate driving machine appeared in 1975. Soon a short but capacious phrase became the official slogan of BMW on English language. In Russian, this is usually translated as "Car for driving at the limit." This formula for many decades has become the main vector of the company's development. She very clearly draws the attention of the consumer to the fact that "BMW" is not just power or comfort. In this same slogan, the main meaning is that this car was created specifically for the driver, to enjoy driving a car to the limit. At the same time, this slogan automatically implies both power and speed. It is not surprising that all consumers fell in love with him and he became a symbol of the brand.
Different slogans - common style
However, in addition to the main slogan, the company continued to create slogans for specific models. In the vast majority of cases, they still contain the same reference to sports, but the features of the model are already emphasized.
So in the slogan of the 1st series "BMW", which asserts the ideal connection between heaven and earth, the elegance of a small, but speed car. And, conversely, the slogan of the big and expensive coupe Series 6 - "The power of a heavyweight. The speed of a sprinter" - emphasizes the power and impressiveness of the car, while maintaining the overall corporate identity.
In Russian
In Russian, the slogan "BMW" sounds "With pleasure behind the wheel." A certain connection with the English phrase is visible, but there is also a certain shift, the slogan sounds much calmer. This can be attributed to several reasons. Firstly, in Russia the status value of a car is very important, and BMWs, for all their sportiness, are primarily status cars for Russians. Secondly, there is a certain shift model range. Now a large percentage of cars sold in Russia are crossovers, which, for all their dynamism, need a slogan that emphasizes comfort more. Hence the choice of the Russian slogan looks quite logical.
Interestingly, in 2006, the slogan of the BMW company changed in the North American market. "Company of Ideas" - such a new slogan was received by BMW cars. These changes surprised and outraged many fans. However, since the concern is always at the stage of introducing new technologies, this name looks quite logical. And the growth of robotization of cars may well reduce the pleasure that the driver experiences from the process of driving to nothing.
- Think small
The motto of the Volkswagen car company - In any weather, in any place, at any speed, with any force of passion
BMW slogan - The roads will love you
Overtake desires!
Always in the front row!
Slogans automotive companies - Ford has the best idea!
Slogan Ford - A good Russian is a new Russian
Mercedes slogan - Driving pleasure
BMW motto - Even speed has parts!
Auto parts company motto - The perfect connection between heaven and earth
Motto BMW convertibles 3 episodes - Heading for Excellence
BMW motto - For us, all cars are passing
Motto Kamaz - keep moving
Motto AvtoVAZ - Company of ideas
BMW slogan - What makes an athlete a champion? Passion, the technique of strong feelings
Motto BMW cars 3 episodes - Incredibly attractive
Motto SUV BMW X3 - All or nothing
Dodge slogan - If the customer needs a car with square wheels, we will make it
Slogan Kamaz - Demonstrate what you can really offer the buyer
Motto ZIL - Enter High Automotive Society
Motto of the BMW 1 Series - SsangYong - the epitome of perfection
SsangYong slogan - The power of inspiration
Motto of Infiniti cars - You live to ride!
The motto of the car dealership - Heavyweight power, sprinter speed
The motto of the BMW M3 2007 - One percent higher, one day earlier!
The motto of the Moscow taxi fleet - From the workshop to the object of exemplary fire condition
The slogan of the workers of the foundry shop of aluminum casting Kamaz - Exceeding expectations
Nissan slogan - Rebellious passion
Motto of Infiniti FX cars - Simply brilliant
Skoda slogan - The fine art of speed
Motto of the BMW 6 Series - Time to own the speed
The motto of cars Infiniti G35 - ahead of time
Motto of Infiniti G cars - Full drive
BMW motto
- Worthy to be yours
- Boundless Confidence
Motto Toyota car Camry - Think. Feel. Manage.
Subaru slogan - The element won't stop you
The motto of the car Toyota RAV4 - Quality, reliability, durability!
The motto of the car builders of the Kremenchug Automobile Plant
The motto of the Chelyabinsk tractor builders- Movement quality
- Determines priorities
Motto Infiniti car M - Choose your path
Hyundai slogan - Eliminates compromises
The motto of the car Infiniti QX - Manage dream
Toyota brand slogan - Master knowledge to master new technique
The slogan of the Chelyabinsk Tractor Plant named after V.I. Lenin - Two work for three!
The slogan of foreman Viktor Derebizov at the construction of Kamaz - Charges with emotions
Toyota Auris motto - Pure art. Real drive.
Bentley slogan - At the peak of form
The motto of the car Toyota Avensis - Great advantage
Chevrolet slogan - Reliably serves your interests
Toyota Hiace motto - Work is a busy rhythm!
The motto of the team of the Moscow plant of automotive and tractor electrical equipment - Work - work!
The call of the team of Pavlodar tractor plant named after V.I. Lenin - It’s not enough to be a master of your craft, teach someone else
The motto of the foreman of the drivers of the automobile plant No. 10 of the Mossnabpromtrans association - Every working minute - to the cause!
- Outrunning the wind!
Conquer the world with him
Car company slogans - The team is responsible for the state of labor discipline!
The motto of the employees of the Altai Motor Plant - Everyone should work with full dedication in his place!
Subbotnik motto at ZIL - If you want a car or spare parts, give us people
The motto of the UAZ leadership - Mechanical labor - to the machine, creative - to man
The motto of the technical re-equipment of the Rybinsk Motor Building Association - TO new technology- with new knowledge!
The motto of the Chelyabinsk Tractor Plant - Jaguar can't be used
The motto of the auto show "Collection Jaguar" - Each engineer and technician has a personal creative plan!
The motto of the team of the Krasnoyarsk trailer plant - Each shift - shock work, rhythm and quality
The motto of the team of the Krasnoyarsk trailer plant - Lexus GS Power is nothing without fun
The motto of the auto company CJSC "Lexus Russia" - Every young worker gets a secondary education
The motto of the team of the Krasnoyarsk trailer plant
For a person who is little versed in the intricacies of brand technologies, advertising BMW brand may seem somewhat straightforward, somewhat banal, and even overly stubborn in some of its appeals to the consumer. This is just the visible side. In fact, the creators of the advertising strategy chose a different path for the German automobile concern and left aside such traditional techniques as the emphasis on the quality and intelligence of the car. Then, in the 60s of the XX century, it was a real revolution. The result of BMW's "killer" branding strategy was the image of a "beast car", a car worthy of a real super-hero, such as James BOND.
1965 “Holds the road... Holds records. New BMW»
1967 "BMWs are run by extraordinary people...especially BMWs with excellent automatic boxes»
1970 "The Destroyer of Giants. BMW 2002"
1971 Take me to your husband. He had never seen anything like a BMW Bavaria. New. Swift. 130 mph. 6 cylinders, 3.0 liters. Up to 5 thousand USD. Miracle Machine!
"Our exclusive Dreikugelwirbelwannenbrennraum"
"Schnell on wheels" (Note: Schnell is German for "faster")
"Think Fast" (Note: Reference to a Volkswagen ad titled "Think Small")
1972 "If you know about the existence of BMW, you either own or want to become one"
1973 "Machine for the driver" (Note: prototype of the slogan "Ultimate Driving Machine" - "Machine for driving to the limit")
1974 "Our new BMW- a unique combination of luxury, excellence and ease of use. And not very gluttonous besides "
1975 “The BMW 2002 is practical, spacious and economical. Despite this, it's not boring. ultimate driving machine"
1976 "BMW 3.0Si - For those who do not deny themselves anything"
1976 “The BMW 530i. A luxury car through the eyes of an engineer, not a decorator"
1977 “You drive a BMW. And not she you"
1978 "One of the few luxury sedans in the world that won't be ridiculed on the race track"
1979 "Why race through life in a boring car?"
1981 “Probably the only luxury coupe whose performance matches its price. BMW 633 Csi»
1981" luxury sedan that satisfies the needs of those who know the value of money and cars"
1983 "Introducing the sedan with excellence in its genes"
1983 "The sedan that defined superiority for those who were not familiar with the concept" 1984 "Saves enough on the driver's salary to pay for the purchase. BMW733i»
1985 "Hot thing" polite society. BMW 325e"
1987 "Aggression has never been presented with such dignity"
1989 "BMW 3-SERIES. That's why some enthusiasts are more enthusiastic than others."
1990 "The BMW 318is is back. The hour of reckoning has come" "One of BMW achievements: a machine that does not roll downhill. BMW 325is""Remember your best friend on Kashirskaya".
1994 “All-season attraction with all-season grip strength. BMW 325 convertible "(Play on words: attraction / traction - attractiveness / all-season)
Vacation 365 days a year. BMW 325 convertible", "Absolute tanning machine".
1995 “We kept adding and adding luxury to the car, but it still didn't get boring. BMW 7 Series
1998 “Getting there was only half the thrill. BMW M3
“The eyes are the mirror of the soul. BMW 5 Series
“As close as possible to being in two places at the same time. BMW M5
“Every car has a moment of truth. This one happens thousands of times a second. BMW 3 Series.
BMW X5. A strong security argument."
Despite the simplicity of advertising tactics, all in the same 2000 BMW has released an unusual promotional product to promote its vehicles - BMW films, intended to be viewed exclusively on the Internet.
The support campaign was created by the Fallon Minneapolis agency. The purpose of the campaign was to attract an audience to a specially created site bmwfilms.com - the only place where one could see full versions films. To view them, it was proposed to download the BMW Film Player, which looked like a "wrapper" for the film and had enough intelligence to tell the viewer about the car model used in this video.
A year after the launch of the project, BMW films were downloaded more than 10 million times. About 2 million people have registered on the site. 60% of them agreed to receive Additional information by mail. 94% of registrants told their friends about the films.
Another BMW project that caught everyone's attention was the Bond product placement. Bond and BMW merged in 1995. With the help of cross-promotion, it was planned to achieve two goals: to increase the weight of campaigns to promote the picture and to increase the level of sales of a new BMW roadster Z3.
