Insight: The ultimate goal of the ultimate driving machine? A better driver.
Media: Television, Radio, Newspaper, Magazine, Brochures
After successfully launching Acura Automobiles in America (0 to 150,000 units annually in 4 years), Brent Bouchez was recruited to lead the BMW brand team at Ammirati & Puris. Since the Japanese competition was doing their best to copy BMW, the German marque needed to raise the bar. For the potential buyer of a luxury car, the only thing better than buying the brand that made better suspensions or better engines or better seats, was buying the brand that made a better "me". So we showed the world just how BMW’s can actually make you (a real person in a real driving school) a better, safer, driver.