How to do differentiation.

In an advert from 1976 – long before comparative advertising or the likes of “Vorsprung durch Technik” – BMW describes its approach to differentiation in confident, straightforward terms:
“At BMW, building a sporty car is not about dropping a more powerful engine into a car with go-faster paintwork and an axle design reminiscent of a horse-drawn carriage’s.”
We love a good, clear message.