“Sheer Driving Pleasure” and “Freude am Fahren“: the BMW slogan is one of the most famous brand slogans in the automotive world. For decades, this claim has stood for the BMW driving experience and has become famous around the globe. But we wanted to know more, like when it first appeared and if it’s true that its origins go all the way back to the mid-30s. We can’t wait to reveal what we found out in this episode of “Changing Lanes”. So hit play and get ready to become an expert in “Sheer Driving Pleasure” and “Freude am Fahren“.

And if you want to read and see more about the BMW slogan, go to BMW.com: 

https://www.bmw.com/en/automotive-life/the-history-of-the-bmw-slogan.html

1:16 Before the slogan

2:06 First appearance of pleasure/Freude

3:34 Focus on the BMW products

7:06 “Freude am Fahren” first appears

9:47 “Sheer driving pleasure” joins the party

10:59 “The Ultimate Driving Machine”

“Changing Lanes” is the official podcast of BMW. Subscribe for new episodes each week, in which our hosts take you on an exciting journey and talk about innovative technologies, lifestyle, design and more.

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