„ The major BMW advertising campaigns have left their mark on our brand just as much as they have on our cars “
THE SHEER DRIVING PLEASURE.
The slogan used by BMW since 1972 to sum up its brand essence is older than you might think. As early as 1965, it was "Aus Freude am Fahren" ("For the sheer driving pleasure"), and in an ad for the BMW 1800 from the year before, the advertising message ends with "For the love of comfort - for the sheer driving pleasure." And in 1955, the BMW Isetta already had a cheerful rhyme: "Have fun - save money - drive a BMW Isetta."