- I’m just not comfortable with “Ultimate.” I mean, an implied comparison is bad enough, but we’re implying that there is not ONE car out there better than ours. What about Ferrari? Bugatti? I’m sure a Bugatti Veyron owner would take issue would that. I mean, 0-60 in 2.3 seconds? Whoa.”
- How about “good”? I could get behind “good.”
- Okay, any objections to “good”?
- How about “really good”?
- Do we have anything from JD Powers? Any head-to-head surveys of what customers think? Of course, they can’t be studies conducted by us.
- Hmmmm…. So do we want to go with “really good” or just “good”?
- I’m more comfortable with “good.” “Really” doesn’t seem to me to add anything.
- Okay, “good” it is.
- Now, about this “driving experience” line…Do we really want to say that driving is an experience? Wouldn’t we be promoting irresponsible behavior? I mean, driving is really a way to get from point A to point B. Beyond that, what’s this “experience” you’re talking about?
- Yeah, I have to agree. An experience sounds like you’re doing drugs or something. Like “Wow, what a rush! What an experience!”
- Okay, so “experience” goes?
- Yeah, I think we’ll have to lose it. I mean, driving is driving; what would the experience be, exactly?
- You know, if you’re sitting in traffic, at red light, sucking up fumes and late for an appointment, that’s an experience in way—but it’s a bad one.
- Hmmm… Do we really want to be associated with that?
- So the consensus is that “experience” is either promoting irresponsible behavior or making people think of how unpleasant driving can be?
- Yep, I think that’s it.
- Anything in place of experience? Any thoughts?
- What would THAT be? I said before, driving is driving. Come to think of it, what does “driving” add to anything? We’re talking about a car. Isn’t “driving” redundant?
- Yeah, you know, that’s right—some people may take more pride in seeing their car all washed and waxed in their driveway.
- That reminds me. When you own a car, what percentage of the time are you actually driving it? Any figures on that?
- Dunno. You’re sleeping, you’re at work, you’re home hanging out, you’re eating. I can’t imagine that driving would be more than 2% of the time you own the car.
- Yeah, do we really want to remind people that they’re paying $600 a month for something that they do maybe 30 minutes, an hour a day?
- Unless we want to niche ourselves for traveling salespeople.
- Nah. Especially if we’re still offering the free maintenance for the first few years. What a nightmare THAT would be.
- Agreed. So “driving” is out.
- Any problems with “The”?
- As in “The Ultimate Driving Experience”? Hmmm… Well, I mean, “the” can be construed as a unique identifier, as if it’s the only one.
- Yeah, like, “That is THE place for pasta,” right?
- Yeah, like that. Last I checked, there ARE other cars, right? I mean, if you’re referring to a specific BMW, then it would have to be something like “the red car over there in the parking lot.” Otherwise, it has to go.
- Agreed. If not, you’re implying something that makes me uncomfortable.
- Me too.
- Me three.
- Alright, so what have we got?
- “BMW. Good.”
- LOVE it! Agency, got that?
Whoa, this is all too real. I’m shuddering.