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.