Will Sabel Courtney.
Let’s face it: Chris Pine’s dramatic line reading of the slogan notwithstanding (that’s right, he’s the voice in those ads), it’s been a long time since BMW could legitimately claim that its cars represent “The Ultimate Driving Machine. ” Recent years have seen a host of new models that, while certainly fancy and certainly packing plenty of motor, have lacked that fun-to-drive spirit that set Bimmers apart from Benzes and Audis and other mainstream luxury brands for decades. BMW, in some ways, has been struggling to find a new identity to help define it for the next couple decades.
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