The Power Of A Slogan
Ever wondered why certain car brands just click in your mind? It's not always about the horsepower or leather seats. Sometimes, it’s those short, punchy phrases that bounce around in our heads. So, here are some of the most iconic slogans in automotive history—the kind that will stick in our heads years after some of these legendary brands drive off into the sunset.
1. BMW: “The Ultimate Driving Machine”
Since 1974, BMW's iconic phrase "The Ultimate Driving Machine" has revolutionized luxury car marketing forever. Crafted initially by ad agency Ammirati & Puris, this slogan captured BMW's commitment to performance engineering. It proved so powerful that even after briefly switching to "Joy" in 2010, BMW returned to its legendary catchphrase.
2. Mercedes-Benz: “The Best Or Nothing”
What began in a German pub conversation became Mercedes-Benz's eternal promise of excellence. The slogan "The Best Or Nothing" stems from Gottlieb Daimler's personal philosophy in 1889, "Nothing but the best." The company officially adopted the modernized version in 2010, investing over $200 million in its global campaign launch.
3. Toyota: “Let's Go Places”
Launched in 2012, Toyota created this saying to celebrate mobility and adventure while highlighting the brand's American manufacturing presence. The story behind Toyota's "Let's Go Places" connects deeply to American culture. More than 36,000 U.S. employees build Toyota vehicles across 10 American plants, and the words reflect this American spirit.
4. Volkswagen: “Das Auto (The Car)”
Market research showed Volkswagen that simplicity sells. In German, it simply means "The Car," showing VW's vision of being the definitive automobile manufacturer. This "Das Auto" campaign was started in 2007 and aimed to unite their global markets under one powerful message. Sadly, the catchphrase was retired in 2015 following corporate challenges.
5. Ferrari: “We Are The Competition”
The competition fears Ferrari's motto for good reason. Every Ferrari starts with racing DNA in the hills of Maranello. Their bold declaration, "We Are The Competition," emerged from their Formula 1 dominance, having won 16 Constructor Championships. Ferrari's tagline underlines Enzo Ferrari's philosophy of building race cars first and road cars second.
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6. Porsche: “There Is No Substitute”
“There Is No Substitute” was born through racing victories that ignited Porsche's legacy. Ferry Porsche's idea of making the perfect sports car led to this confident proclamation. The slogan actually gained worldwide recognition after Tom Cruise's character in “Risky Business” uttered these words while driving a 928.
7. Land Rover: “Above And Beyond”
Before becoming "Above And Beyond," their vehicles served in military operations in 50 countries. The tagline originated from their famous expedition program, where Land Rovers conquered every terrain from the Sahara to the Arctic. Apparently, testing vehicles in the harshest conditions gave birth to Land Rover's inspiring motto.
8. Audi: “Vorsprung durch Technik (Progress through Technology)”
Audi's German engineering prowess shines through their catchphrase, “Vorsprung durch Technik.” The phrase coined by Hans Bauer in 1971 encapsulated Audi's four-company merger and their combined technological know-how. Every word was picked with consideration; for example, "Vorsprung" signifies progress and highlights Audi's inventions like the Quattro all-wheel drive.
9. Volvo: “For Life”
Safety isn't just a feature for Volvo—it's a lifelong mission reflected in "For Life." The Swedish manufacturer invented the three-point safety belt in 1959 and gave away the patent to save lives. After their safety advances saved an estimated one million lives, the tagline was born in 2001.
10. Ford: “Built Ford Tough”
When their study revealed that consumers preferred durability over ostentation, "Built Ford Tough" came up in 1979. Extreme truck testing videos helped spread the phrase. For instance, the well-known "torture test" in which a Ford F-150 was subjected to 12 years of abuse in 12 weeks.
11. Chevrolet: “Find New Roads”
It was in 2013 that Chevrolet decided to change its brand voice. After retiring their 'Chevy Runs Deep' tagline, they launched "Find New Roads" to display their global expansion. This slogan has inspired the development of over 20 new vehicle models since its inception. Chevrolet customers started associating the phrase with adventure.
12. Honda: “The Power Of Dreams”
Deep in the archives of Honda lies a letter from founder Soichiro Honda, written in 1951, describing his dream of making the impossible possible. This philosophy evolved into "The Power of Dreams" in 2001. The campaign has driven Honda to achieve remarkable feats, such as the development of hydrogen fuel cell vehicles.
13. Jaguar: “Grace, Space, Pace”
Did you know that this one erupted from a casual remark made at the 1948 London Motor Show? Sir William Lyons, Jaguar's founder, overheard a visitor describing a Jaguar Mark V using these exact words. The phrase explained Jaguar's design philosophy so well that it became their unofficial motto before being formally adopted.
14. Nissan: “Innovation That Excites”
"Innovation That Excites" was out in 2012 alongside their bold move to lead the electric vehicle uprising. With the launch of the Leaf, the world's first mass-market electric car, Nissan proved their motto wasn't just words. This campaign apparently helped increase Nissan's innovation perception score among millennials.
15. Maserati: “Excellence Through Passion”
When the Maserati brothers turned their love of racing into automotive art in 1914, the roar of Italian workmanship started. Each engine was hand-tuned by ear at their Bologna facility, which gave rise to their famous tagline in 2003. When Ferrari divested from Maserati in 2005, the slogan gained even more significance.
16. Lexus: “Experience Amazing”
Through the lens of Japanese hospitality, Lexus made their promise to deliver extraordinary experiences. Introduced in 2017, "Experience Amazing" represents the brand's shift from pure luxury to emotional connections. Each Lexus undergoes an "Amazing Experience" quality check, where master craftsmen called Takumi spend hours inspecting single components.
17. Subaru: “Love. It's What Makes A Subaru A Subaru”
Market researchers were stunned when they discovered that 98% of Subaru cars sold in the last decade were still on the road. This statistic helped shape their emotional tagline in 2008. The "Love" campaign connected with customers, leading to record-breaking sales and high brand loyalty in the automotive industry.
18. Jeep: “Go Anywhere, Do Anything”
Crawling through mud, scaling mountains, and fording rivers—these real-world tests inspired Jeep's adventurous catchphrase. Since WWII, when Jeeps carried soldiers across Europe, the brand has maintained its reputation for unlimited capability. Every Jeep with a "Trail Rated" badge must conquer the punishing 22-mile Rubicon Trail.
19. Hyundai: “New Thinking, New Possibilities”
Hyundai’s 2011 slogan represented a $40 billion investment in research and development. This commitment brought about amazing achievements, including the world's first mass-produced hydrogen fuel cell SUV. The campaign helped turn Hyundai's image from budget-friendly to a technology leader while increasing its global market share.
20. Kia: “Movement That Inspires”
Recent history saw Kia's most dramatic makeover, crowned by their 2021 slogan release. Accompanied by a complete brand redesign, "Movement That Inspires" signaled Kia's move towards inspiration-driven. The campaign coincided with the introduction of 11 new electric vehicles and an enhanced manufacturing process.
