I want to start off by saying thank you to BMW Blog for publishing this picture of the newest addition the the “Billboard Wars”. Now for a little truth – I love competition and I think it is healthy for any business, but seriously BMW, lets talk. Your slogan, to start with, the ultimate driving machine; joy is… blah blah blah or is it efficiency? Please make up your mind! As for what brought this all on; BMW’s tasteless attack on Audi. A billboard on top of the biggest Audi dealership in Hong Kong. Why would BMW post a billboard advertising “efficiency” when they have to be one of the least efficient automotive manufactures at the Tier1 level? Second, “beautiful?” When was the last time BMW built a “beautiful” vehicle? They have looked the same since the late 90’s. I want to make sure that BMW owners understand this is not directed towards them, but more the corporate people that ok’ed this billboard, its message, and most importantly its tasteless placement!