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© History Oasis
Volkswagen (1959-1970s)
When America loved big cars, VW dared to celebrate small ones. This slogan was created by Julian Koenig (the same guy who invented Earth Day) at DDB. The campaign turned the Beetle’s size from a weakness to a strength. The slogan changed car advertising forever.
Jaguar (1950s-1960s)
Born in the swinging sixties, this elegant phrase captured Jaguar’s triple promise perfectly. While dominating Le Mans races, Jaguar became the choice of royalty and film stars. The slogan entered automotive vernacular permanently.
BMW (1973-present)
For 50+ years, BMW’s bold claim has defined luxury performance. Emerging from BMW’s need to differentiate from comfort-focused competitors, it survived even when BMW briefly tried “Joy” campaigns. Pure driving excellence, simply stated in the perfect BMW slogan.
Chevrolet (1991-2004)
Bob Seger’s song became truck gospel for 13 years. Initially reluctant, Seger changed his mind after a Detroit bar patron asked why he had never helped the auto industry. GM paid him $5 million to turn this jingle/slogan into reality.
Ford (1979-present)
Going on 45+ years strong now. This prototype slogan from 1979 perfectly captured Ford’s truck DNA. While Ford tried other campaigns, this slogan endures because it simply works. Because America’s best-selling truck earned its reputation honestly.
Volkswagen (2008-2015)
This slogan meant “The Car” in German. It was Volkswagen’s confident global statement that lasted until Dieselgate destroyed its reputation overnight. What seemed like automotive authority became corporate arrogance. It’s the perfect case study on how the boldest slogans fall the hardest.
Ferrari (1990s-2000s)
With 16 Constructor Championships, Ferrari earned the right to this bold claim. The slogan emphasized Enzo’s philosophy: build race cars first, road cars second. When you’re Ferrari, you don’t compete. Others compete with you.
Porsche (1980s-present)
Ferry Porsche’s vision of the perfect sports car created this confident slogan. Tom Cruise made it famous in “Risky Business.” For Porsche purists, no explanation was needed. And no substitute was ever accepted.
Mazda (2000-2010)
A child’s voice captured driving joy perfectly. This playful campaign repositioned Mazda from a budget brand to a fun-focused alternative. The slogan took the simplest conclusion to communicate the deepest truths about automotive passion.
Dodge Brothers (1914-1920s)
The Dodge Brothers invented the word “dependability” for marketing. Their reputation for rugged construction made customers rave about cars you could truly depend upon.
Oldsmobile (1988-1990s)
Desperate to attract younger buyers, Oldsmobile created a pop culture phenomenon. The phrase outlived the brand itself. Sometimes great marketing can’t save a company, but it creates a lasting cultural impact.
Nissan (2012-present)
Launched with the world’s first mass-market electric car, the Leaf. Nissan proved this wasn’t just words. The slogan helped them lead the EV revolution.
Toyota (1982-1997)
Toyota's "Oh, What a Feeling!" slogan and campain transformed automotive advertising by shifting from technical specifications to pure emotion, creating the iconic "Toyota Jump" that became a cultural touchstone mimicked by children nationwide.
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