Farewell the ultimate slogan

Cars come and cars go. But for over 30 years only one brand has laid claim to being the Ultimate Driving Machine.

Now it seems the ultimate isn’t enough for BMW.

Auto News reports that the prestige car maker is killing off the ultimate tagline and replacing it with A Company Of Ideas.

Yes you read that correctly: A Company Of Ideas.

Apparently BMW in the US has a new Vice-President of something or other who’s looking to make his mark on the company.

Looks like he’s already made a mark to me. Whether it’s the ultimate remains to be seen.