5 min read
LIST OF CAR SLOGANS
- “Think Small” - Volkswagen (1959-1970s)
- “Grace, Space and Pace” - Jaguar (1950s-1960s)
- “The Ultimate Driving Machine” - BMW (1973-present)
- “Like a Rock” - Chevrolet (1991-2004)
- “Built Ford Tough” - Ford (1979-present)
- “Das Auto” - Volkswagen (2008-2015)
- “We Are The Competition” - Ferrari (1990s-2000s)
- “There Is No Substitute” - Porsche (1980s-present)
- “Zoom-Zoom” - Mazda (2000-2010)
- “Reliable, Dependable, Sound” - Dodge Brothers (1914-1920s)
- “This Is Not Your Father’s Oldsmobile” - Oldsmobile (1988-1990s)
- “Innovation That Excites” - Nissan (2012-present)
- “Sheer Driving Pleasure” - BMW (1970s-present, global markets)
- “Have You Driven a Ford Lately?” - Ford (1983-1998)
- “The Heartbeat of America” - Chevrolet (1980s-1990s)
- “Oh, What a Feeling!” - Toyota (1982-1997)
- “Go Anywhere. Do Anything.” - Jeep (1940s-Present)
- “The Spirit of Kia - Kia (1994-2004)”
- “Experience Amazing” - Lexus (2013-Present)
THINK SMALL
Volkswagen (1959-1970s)
When America loved big cars, VW dared to celebrate small ones. This Volkswagen 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.
GRACE, SPACE AND PACE
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.
THE ULTIMATE DRIVING MACHINE
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.
LIKE A ROCK
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 Chevy jingle/slogan into reality.
BUILT FORD TOUGH
Ford (1979-present)
Going on 45+ years strong now. This Ford 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.
DAS AUTO
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.
WE ARE THE COMPETITION
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.
THERE IS NO SUBSTITUTE
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.
ZOOM-ZOOM
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.
RELIABLE, DEPENDABLE, SOUND
Dodge Brothers (1914-1920s)
The Dodge Brothers invented the word “dependability” for marketing. Dodge’s created this slogan to showcase its reputation for rugged construction made customers rave about cars you could truly depend upon.
THIS IS NOT YOUR FATHER’S OLDSMOBILE
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.
INNOVATION THAT EXCITES
Nissan (2012-present)
Launched with the world’s first mass-market electric car, the Leaf. Nissan proved this wasn’t just words. This Nissan slogan helped them lead the EV revolution.
OH, WHAT A FEELING!
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.
GO ANYWHERE. DO ANYTHING.
1940s-Present
Launched in the 1940s, “Go Anywhere, Do Anything” became Jeep’s defining slogan, transforming utilitarian military vehicles into symbols of American freedom and adventure that endure today.
THE SPIRIT OF KIA
1994-2004
Kia entered America pricing the Sephia at $7,995—cheaper than used cars—and this Kia slogan carried them through 1997 bankruptcy and Hyundai’s rescue, while dealers grimly joked the acronym meant “Killed In Action.”
EXPERIENCE AMAZING
2013-Present
Replacing “The Pursuit of Perfection” Lexus slogan, when specs no longer differentiated luxury cars, Lexus shifted to emotion with real LED quadcopter displays that earned 13 million YouTube views—though critics note the slogan’s vagueness could sell anything from theme parks to shoe inserts.
