You could save a lot by buying a new BMW.

The next time you ponder how much a car could cost you, think ahead to how much it could save you. Especially in the event of a serious automobile accident, like a severe side-impact collision. Recently, the International Brain Injury Association found that the new BMW did such a good job at protecting the driver's head from severe brain injury, that they declared it 'Safe Car of the Millennium.' To be more specific, they praised BMW for "designing an innovative Head Protection System that surpasses current U.S. head injury standards." Or to put it another way, what a BMW costs you may be a pittance compared to how much you can save with it. BMW. The Ultimate Driving Machine.

Where do you put over 50,000 extra air vents?
Where they'll do the most good.

Most automakers think traditional air conditioning is enough to keep a driver comfortable. Then again, they're not crafting a BMW 745i. A car so driver-focused, even sun-warmed front seats get the attention of BMW engineers. Instead of merely passing air conditioning through tiny vents in the front seat leather, the 745i's Active Seat Ventilation System actually delivers slightly warmer than air-conditioned air to the driver's back and thighs. In this way, the driver avoids being subjected to a seat equally uncomfortable from being too icy. The end result is an invigorating drive that's no sweat at all. BMW. The Ultimate Driving Machine.

In an emergency stop, it's the brake lights that should scream.

As luxury car companies pushed their engineers to adopt more and more of the competition's attributes, staying 'The Ultimate Driving Machine' was proving to be no waltz through the Autobahn for BMW. In fact by '93, BMW was #3 in sales on the west coast. Worse still, its image ratings had slipped well below those of Lexus and Mercedes-Benz. Clearly, BMW needed its image elevated.

Was there still enough innovative engineering at BMW to back up the 'Ultimate' promise? Could BMW maintain that edge, year after year, model after model? The answer was a definitive 'yes'. And while turning arcane engineer jargon into customer benefits proved challenging, our thought-provoking work helped return the brand to #1.