BMW build 1 billion euro car factory in Hungary. The new plant, to be built near the city of Debrecen about 230 kilometers east of Budapest, will have a production capacity of 150,000 cars a year. The slogan 'The Ultimate Driving Machine' was first used in North America in 1974. In 2010, this long-lived campaign was mostly supplanted by a campaign intended to make the brand more approachable and to better appeal to women, 'Joy'. By 2012 BMW had returned to 'The Ultimate Driving Machine'. BMW has garnered a reputation in Britain over the years for its April Fools pranks, which
Go Greyhound and Leave the Driving to Us did not. Because of the success of this advertising slogan, Greyhound continually returned to it many times in the years after it was introduced. The fact that Greyhound appealed to beatniks was actually a sign that the company needed to work on its marketing in the 1950s. The beatnik, bohemian, and "romantic-rebel" market was not a very lucrative one, and Greyhound executives realized that they needed to make an appeal to the middle class, who had more money. Ogilvy and Mather, the advertising firm, and Grey Advertising were contacted by the company and tasked with creating an effective slogan that