Boo. I really wanted this car to be great from a driver’s perspective. Hot hatches are the most fun someone can have while still being practical.
BMW recently launched a new marketing campaign titled “BMW is Joy.” The new tag line is explained as, “Part of a big-media strategy the company is doing to raise its profile worldwide with a more emotional, optimistic voice.” Raising a company’s profile is never a bad thing, however, we question if anything is more high-minded than “The Ultimate Driving Machine,” one of the very best auto-related taglines ever…
(via Instapaper)
