1. Everything keeps going right, Toyota
Yes, yes, Toyota’s now bulletproof reputation for QDR, quality, durability and reliability was founded on this 1973 slogan and took them to market leadership in the 1980s and ’90s. In 2004 it was replaced with the less catchy ‘Lead the Way’, and just in time as it turns out, because things definitely weren’t going right for Toyota during the recall scandals of the naughties.
2. Have you driven a Ford lately?
Even accepting the Ford jingle department was no match for GM’s at the time, this ironic ’80s throwback – when the Mustang III was undoubtedly the worst pony car in the firm’s history – was as catchy as ever. You still wanted to slide behind the wheel of a ’stang despite it running off the Fairmont’s Fox platform, with wimpy engines to boot.
3. The ultimate driving machine
A slogan that still resonates with BMW owners, and the promise of a great driving experience, was the brainchild of Executive VP of Global Marketing Bob Lutz back in 1973. The Bavarian company’s goal at the time was to gain traction in the US, fortunately for BMW, the company’s focus on engineering meant, for the most part, the product stacked up to claims. Rated by many as one of the top ten iconic brand slogans ever.
4. Das auto
One of the guidelines to a great slogan is keep it simple and Volkswagen can’t exactly be accused of under-simplifying this one. ‘The Car’, in direct translation, was introduced in 2007 under the leadership of ousted boss Martin Winterkorn. Many who thought it too pretentious were vilified in 2015 when VW execs, anxious to reform corporate image after the emissions scandal, dropped it from accompanying the VW badge.
Nagare, Kodo, Jinbai Ittai, each is an irreverent, largely nonsensical Mazda-ism that means diddlysquat to Joey the plaasjappie. The’ Zoom-Zoom’ slogan from 2002 to 2010, on the other hand, identifies exactly with Mazda’s happy core virtues: fast, zippy and aerodynamic. And who can argue against a Mazda MX-5 being any of those things.
6. Go beyond
While Land Rover’s ‘Go Beyond’ tagline might not be the most memorable ever (we thought it might be a Ford line in fact), the television spot it created in 2007 showing a man searching for an escape to his work-life drudgery was the very epitome of memorable and has fuelled Land Rover’s promise of freedom and adventure ever since.
9. Vorsprung durch technik
Less of a phrase and more an ethos of the German manufacturer, it’s understood as ‘progress through technology’ in English, and capitalises on the German reputation for technical expertise. It was coined back in 1982, the exact year the Audi Quattro first hoverer-up and spat out all-comers in world rallying.