BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine

The swagger is back at BMW. After more than a year of fooling around with "Joy" as a lead ad positioning, a new marketing team at the German automaker is re-emphasizing "The Ultimate Driving Machine" as the brand's central positioning. The 30-second ad contains what many BMW followers like - a fast car and a big plane. No, the plane, which looks to be a Boeing KC-135 Stratotanker, is not hovering so close to the 5 that it could fill the guy's coffee cup. But the CGI is good enough to pull off the visual trick.

Not much at all. Getting a story and message across in a 30-second TV ad is not easy. But BMW and this ad agency, Grey West, did a nice job of conveying a fuel efficiency story.

Strategy: BMW marketing chief Dan Creed, who took over at BMW North America a few months ago, is all about re-affirming "The Ultimate Driving Machine" as Bimmer's main message. At the New York Auto Show, he walked us to the front of BMW's stand to look at a giant rendering of the ad slogan, which dates back to the early 1970s. At last year's show, there was a giant banner that proclaimed "Joy of Driving." "We know there is a lot of joy in driving a BMW, but we are going to show it in pictures and film rather than say it," says Creed.

It's worth noting that as fun as this ad is, the message is about the 5 Series' fuel economy, not the horsepower. BMW is trying to broaden its message to be more inclusive of men and women, as well as tell its story about its investments in the South Carolina plant that produces X3 and X5. But Creed also wants the brand and the cars to show some leg when it comes to marketing and advertising. BMW remains an exciting brand, and a premiere stable of driving machines. That shouldn't be lost when telling the broader story.

BMW is kicking off a review for a new ad agency. It parted ways with Austin-based GSD&M late last year. New York-based Kirshenbaum Bond Senecal + Partners produced last February's Super Bowl ads. Grey West, which has handled BMW's retail and pre-owned advertising since 2008, produced the ad and will presumably get a crack at the whole enchilada.

Company: BMWa

Brand: BMW

Medium: TV

Ad Agency: Grey West

Product: 2011 5 Series

Campaign: 5 Series "Refuel"

BMW X1

Premium car manufacturers, BMW re-established himself at the scene Indonesian car market by issuing new car, the BMW X1.

No half-hearted two types of direct X1 which they launched the All New BMW X1 BMW X1 sDrive sDrive20d and 18i.

To All New BMW X1 sDrive20d, BMW supply with high-tech diesel engine with a capacity of 1995 cc four-cylinder that has been equipped with common rail injection system and the latest generation of turbochargers to provide excellence in performance and extraordinary efficiency.

"The old diesel era has ended. Today marks our entry into the modern era of premium diesel. BMW presents clean diesel trend in Indonesia. Driving the BMW diesel is very pleasant, smooth, clean and stylish," said President Director of PT BMW Indonesia Ramesh Divyanathan in a press conference in Epicentrum Walk Ground Floor, street HR Rasuna Said, Kuningan, Jakarta, Thursday (15/07/2010).

Amazingly this diesel engine capable of generating power at 177 hp from only 4000 rpm rotation and 350Nm of torque at 1750 rpm to 3000 rpm.

While equipped BMW X1 sDrive 18i 1995 cc petrol engine which is equipped with four-cylinder and double vanos valvetronic capable of generating power up to 150 dk with torque reaching 200 Nm with the help of a six-speed transmission.

Whereas for the safety devices we need not discuss it anymore because BMW has a high standard in this regard. So it is with luxury, BMW is unquestionable.

Now for the price, the price of PT BMW Indonesia prepares off the road Jakarta at USD 686 million for the BMW X1 sDrive20d and 598 million for the BMW X1 sDrive18i.