BMW's public relations strategy rests on one line, "The Ultimate Driving Machine," written for BMW in 1974 by Martin Puris of the agency Ammirati & Puris. BMW Group delivered about 2.46 million BMW, MINI and Rolls-Royce vehicles in 2025, and it now has to carry that promise into the electric Neue Klasse under a new CEO, Milan Nedeljković, who took over on May 14, 2026.
Facts current as of October 8, 2026.
Where did "The Ultimate Driving Machine" come from?
"The Ultimate Driving Machine" came from the agency Ammirati & Puris, which won BMW of North America's account after a pitch in Munich, according to BMW Group's own history.