You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract BMW Broadens Marketing Message 'Ultimate Driving Machine' Joined by 'Company of Ideas' By Al Ries, Published on August 06, 2006 15 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.