For some unexplained cosmic reason, many automakers have lately decided to tinker with or even totally change their advertising mottos or slogans. We definitely know that nothing is sacred when even BMW's "The Ultimate Driving Machine" slogan is rumo(u)red to be ditched.
Now we get word that Lexus' own advertising slogan, which started out as "The Relentless Pursuit of Perfection" and, in 2000, evolved into the more alliterative "The Passionate Pursuit of Perfection", may be tampered with yet again.
A recent trademark filing shows that two weeks ago, Toyota registered "The Passionate Pursuit of Potential" and "The Pursuit of Potential."
Could a new tag line for one of Japan's most prestigious brand be in the works?
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