A 1975 tagline that still encompasses the brand essence. The power of a great idea.
http://www.nytimes.com/2012/01/06/business/media/tagline-37-is-promoted-to-bmws-slogan.html?_r=1
http://www.nytimes.com/2012/01/06/business/media/tagline-37-is-promoted-to-bmws-slogan.html?_r=1