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
Advertising slogan as ideas take hold with the public. Some advertising slogans retain their influence even after general use is discontinued. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan. Slogans that associate emotional responses or evoke recollections of past memories increase their likelihood to be adopted by the public and shared. Additionally, by linking a slogan to a commonplace discussion topic (e.g. stress, food, traffic), consumers will recall the slogan more often and associate the corporation with their personal experiences. If a slogan is adopted by