BMW may be known as the Ultimate Driving Machine, but the classic tagline seems to be on a hiatus as BMW launches an all-new advertising campaign touting that “Joy is Futureproof.”
One of the latest of these new “Joy” television spots centers on the Vision EfficientDynamics Concept, which debuted at the Frankfurt Motor Show last year. The concept is clearly not intended to be a production model anytime soon, but the new diesel-based plug-in hybrid drive system that powers this concept car is.
Increasingly, BMW is turning its attention to innovative engine technologies for the purpose of increasingly miles per gallon while still providing BMW performance. The German brand now offers a new hybrid powertrain on the 7 series and as well the X6 crossover, and is rumored to be producing smaller turbo diesel engines as well.
By combining innovative engines with ultra aerodynamic design, BMW may be poised to propel itself to the forefront of green automotive technology. Regardless of whether it keeps the new tagline or not, these ads show that it’s likely BMW intends to remain the maker of Ultimate Driving Machines.
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