2024 Author: Erin Ralphs | [email protected]. Last modified: 2024-02-19 11:42
BMW today is the standard of quality and reliability, which are combined with innovative technologies and a strict sense of style. Naturally, in the category of luxury cars, image is especially important. A special part of the concern's image is slogans, which have always been distinguished by elegance and at the same time could well characterize the features of the models.
The vicissitudes of history
Before 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 of its 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 three-wheeled vehicles. And the transition to the production of prestigious cars began only in the late 1950s. It was at this time that there was a need to create the first slogan of the brand.
The appearance of the first slogans
So in 1965 the slogan of the BMW 2000CS 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 120-horsepower twin-carburetor engine and a 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 2002 coupe, which is considered the direct ancestor of the famous third series of the Bavarian plant, replenished the trend of creating sports slogans. Its slogan is "Slayer of the Giants. BMW 2002" further emphasized the desire to create powerful cars, which clearly distinguished the company from competitors.
The appearance of the legendary slogan
Becoming 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" in English. In Russian, this is usually translated as "Car for driving at the limit." This formula has become the main vector of the company's development for many decades. She very clearly draws the attention of the consumer to the fact that "BMW" is not just power or comfort. In this slogan, the main meaning is that this car was created specifically for the driver, to enjoy driving a car at the limit.opportunities. 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.
Thus, in the slogan of the 1st series "BMW", which asserts the ideal connection between heaven and earth, the elegance of a small but high-speed car is emphasized. Conversely, the slogan of the large and expensive 6 Series coupe - "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" is "Happy driving". 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 in the lineup. Now a large percentage of cars sold in Russia are crossovers, which, for all their dynamism, need a slogan that emphasizes comfort more. From here, 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 robotic cars may well reduce the pleasure that the driver experiences from the process of driving to nothing.
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