BMW ADVERTISES "UNRIVALED VALUE"

You've tuned in to another game of Word Association. I say, "Hyundai" and you say, "Value". I say, "Corvette" and you say, "All-American". You're doin' fine so far.

Keep it going. I say, "Volvo" and you say, "Safety". I say, "Audi" and you say, "Quattro". I say, "BMW" and you say, "Unrivaled Value".

Say what? We are talking about the same Munich-based manufacturer of sports sedans, aren't we? Bayerische Motoren Werke, the builder of the $124,100 760Li discussed in fuel efficiency terms yesterday at AutoEnergy? Yes, apparently we are discussing the exact same company.

Indeed, we ought not judge a vehicle's value by its pricetag. Value is relative worth, merit, or importance. Relativity depends upon external conditions for its specific nature or size. Thus, one must not compare the relative value of a Hyundai Elantra (recently Driven by The Good Car Guy) with that of any BMW. Besides, BMW doesn't appear to be debating the relative value of its pricetags; but what sits behind those (dear) MSRPs.

BMW's Unrivaled Value webpage utilizes the following calculation. Well-equipped models + No-cost maintenance + Special lease and financing + Exhilarating performance + Fuel-efficient engines = BMW's 3-Series coupe. It's quite clear BMW is not referring exclusively to the 3-Series coupe.

"When comparing costs, the competition may appear to offer lower monthly payments, but that's before factoring in their true cost of ownership. This 'true cost of ownership' factors in the various charges incurred over the years for routine maintenance and premium services," says BMW's site. This American site makes use of a link - "Run the numbers" powered by AutoData - and urges you to take a closer look at its no-cost maintenance program, special lease offers, and fuel efficient engines.

Is this the end of the Ultimate Driving Machine tagline? Doubtful. For a car company whose products have forever been linked to the "I've made it" lawyers, IT execs and marketing mavens the world over, it's very interesting that the new push is towards peerless financial worth.