JOY IS WOW.
To the JOY story. In USA it is special as BMW slogan is "The Ultimate Driving Machine". But you have to know that BMW is German so the solgan was in german, and this joy solgan is from the very begining. It is "Freude am Fahren". If to translate is into english it would be "Joy of driving". But it does not have the same nuance as in german. In french it is "Plaisir de conduire". This when tranlated into english is much close to the german sense. "Pleasure of driving".