Ultimate Driving Machine. As advertising lines go, they just don’t come much better. A perfect, three-word encapsulation of the performance character built into every BMW. You can bet Mad Men’s Don Draper would have poured himself a double had he come up with that gem.
But forget all about Ultimate Driving Machines. Now it’s all about Joy. Which seems pretty strange when you think that most people associate Joy with donning a pair of rubber gloves and doing the dishes!
BMW is Joy. OK, I get it. It’s all about the joyous feeling you get when you slide behind the wheel and try to change radio stations with the still-dysfunctional iDrive control. Maybe not that kind of Joy.
