BMW 7 Series: The Ultimate Driving Experience
An unsolicited brand-voice copy sample, written in under five minutes after two days with a pre-release BMW 750i.
The copy
BMW has long since established themselves as the Ultimate Driving Machine. With the new 7 Series, BMW has taken the idea of the Ultimate Driving Machine even further by creating the Ultimate Driving Experience. Whether it’s the sports car-like performance (as fast as the M5), the technological innovations, or the most luxurious of comforts, BMW’s new 7 Series will leave you feeling confident that BMW has the Ultimate Driving Experience.
Context
Just spent two days driving and playing around with the new BMW 750i. I know this sounds sales-pitchy, but these were my thoughts I jotted down after my experience. I’ve never felt so inspired by a car before.
What’s notable about this piece from a copy-standpoint is the compression. Three distinct value propositions (performance, technology, comfort), anchored to an existing brand line (“Ultimate Driving Machine”), extended into a new frame (“Ultimate Driving Experience”) that deepens rather than replaces the original. Written in under five minutes after getting out of the car. The emotion is real and the structure showcases writers instinct for brand-building.